WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
EditorsNov 04, 2015
Where diamond advertising needs to go
Shinola has become a popular brand by emphasizing a made-in-the-USA, aiding-Detroit ethos. Diamond advertisements should go the same direction, Editor-in-Chief Michelle Graff writes.
Last week, I attended an event held by De Beers/Forevermark here in New York City called (and hash-tagged, naturally) #TheOne, which references the diamond brand’s new holiday commercial (It’s a Long Journey to Become the One) and, with it, the return of “A Diamond is Forever.”
At the event, I got into a discussion with a fellow journalist who’s covered jewelry and watches for a long time.
He pointed out the success watch company Shinola has had in emphasizing its origins and the story behind its brand: It’s made in Detroit and employs people there. It’s doing its part to help bring industry back to the once-mighty Motor City, which has fallen on hard times over the past few decades.
Its efforts haven’t gone unnoticed. AdWeek dubbed Shinola the “coolest brand in America” earlier this year, a move that is indicative of what people now value in brands—authenticity and giving back.
Later on in the evening, as I made my way into the back corner of the event space where there was a display of Forevermark jewelry guests could try on, I grabbed a few minutes with Forevermark U.S. President Charles Stanley and brought this point up to him.
Why didn’t Forevermark emphasize its responsibly sourced origins in this year’s holiday advertising campaign? They certainly can go that way, and, as it turns out, perhaps they will.
As I learned from Stanley and others at the event, De Beers hired a National Geographic photographer and videographer to travel to Africa and document the good Forevermark diamonds do there, specifically for the environment and the advancement of women.
That photographer was, quite fittingly, Annie Griffiths, one of the first women to shoot for National Geographic. Griffiths has worked in more than 100 countries for some of the industry’s top magazines and also is committed to aid work. She started Ripple Effect, a collective of photojournalists who are documenting how climate change is impacting women worldwide, and collaborated
on a book with one of my favorite authors, Barbara Kingsolver, called Last Stand: America’s Virgin Lands. Proceeds from that book benefit grassroots land conversation efforts.
There is an amazing video of Griffiths’ African journey with De Beers that you can see here on the Forevermark website. After watching it, I couldn’t help thinking how impactful it would be to have a commercial that shows the landscapes, the people employed by De Beers and the way diamonds have helped their communities, especially in light of all the “blood” diamonds news that has surfaced lately—the Time article, the Amnesty International report on the Central African Republic—and, as I understand, is going to come up again soon.
Yes, there are problems with diamonds in some parts of the world. But that is not the whole story.
As I noted above, Griffiths has a special interest in women’s issues. While in Africa, she took some time to document what De Beers is doing specifically to improve the lives of women there. In many cases, it starts by simply by giving them a job.
“Women,” she says in the video, “are the best investment we can make in our shared future,” and she’s right. A family, and as a result, a nation will be stronger if women are empowered, and that is exactly what De Beers is doing in Africa. I know not just because I watched the video, but because I saw it myself on a trip with De Beers to Africa several years back.
It’s a powerful story to tell about a product that, the vast majority of the time, is being bought by or for women.
A Diamond is Forever is a great tagline, without question.
But “For Women. Forever.” has a nice ring to it too.
There is an amazing video of Griffiths’ African journey with De Beers that you can see here on the Forevermark website. After watching it, I couldn’t help thinking how impactful it would be to have a commercial that shows the landscapes, the people employed by De Beers and the way diamonds have helped their communities, especially in light of all the “blood” diamonds news that has surfaced lately—the Time article, the Amnesty International report on the Central African Republic—and, as I understand, is going to come up again soon.
Yes, there are problems with diamonds in some parts of the world. But that is not the whole story.
As I noted above, Griffiths has a special interest in women’s issues. While in Africa, she took some time to document what De Beers is doing specifically to improve the lives of women there. In many cases, it starts by simply by giving them a job.
“Women,” she says in the video, “are the best investment we can make in our shared future,” and she’s right. A family, and as a result, a nation will be stronger if women are empowered, and that is exactly what De Beers is doing in Africa. I know not just because I watched the video, but because I saw it myself on a trip with De Beers to Africa several years back.
It’s a powerful story to tell about a product that, the vast majority of the time, is being bought by or for women.
A Diamond is Forever is a great tagline, without question.
But “For Women. Forever.” has a nice ring to it too.
More on Editors
The Latest
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
