CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
SourcingJun 03, 2016
Forevermark Bringing ‘Ever Us’ Into Holiday Ad Campaign
De Beers’ diamond brand announced that its holiday marketing campaign will aim to drive consumers into stores through product-specific advertising featuring two-stone jewelry.
In the second half of 2016, Forevermark will launch an advertising campaign featuring two-stone jewelry and the Black Label collection of fancy-cut diamonds, as pictured here.
Las Vegas--Forevermark is going to take the success of the “Ever Us” two-stone diamond collection and run with it.
At the brand’s breakfast held Thursday at the Four Seasons in Las Vegas, Forevermark executives said they would focus on emotional, product-specific advertising in the fourth quarter designed to drive consumers into jewelry stores.
The campaign will include a nationally televised commercial featuring the Ever Us two-stone diamond collection, showing the bypass ring as well as other two-stone designs including earrings and pendants.
In addition to the commercial, the Ever Us Forevermark ads also will run in digital and social media.
“Like the three-stone ring for your past, present and future, the Ever Us two-stone ring is creating a new category across the industry, allowing different tiers of retailers to participate without being negatively impacted by the other,” said Charles Stanley, president of Forevermark U.S. “This is an opportunity we simply must not miss.”
While two-stone jewelry is definitely not new, the style found new life last year when Signet Jewelers launched the heavily marketed “Ever Us” line of two-stone pieces. The retailer, operator of some of the world’s biggest jewelry chains including Kay Jewelers and Zales, has reported having tremendous success with the collection.
When Signet launched Ever Us in October, it gave Forevermark permission to allow its retailers to use the trademarked collection name as well; now Forevermark is taking it a step further by incorporating “Ever Us” and two-stone jewelry into its major marketing campaign of year.
In addition, Forevermark announced at the breakfast that it would again run its “Seize the Day” campaign in the fourth quarter, targeted at men and featuring new taglines. This year’s ads will be clearly branded as Forevermark, Stanley said, with the Forevermark inscription reflection and logo.
The ads will run in print and digital, as well as on out-of-home platforms across 19 markets.
Also at the breakfast, Forevermark unveiled a new line of fancy-cut diamonds called the Black Label collection. It will roll out in North America in the second half of the year.
So far, Black Label features square, round, cushion, oval and heart shapes, but Forevermark CEO Stephen Lussier said that the company will continue to explore and expand options. The four fancy shapes are available exclusively through Forevermark diamantaire HRA Crossworks; the rounds are available from Forevermark diamantaires.
Forevermark said the patented cut of the
diamonds are such that they are perfectly symmetrical, allowing for them to radiate what the brand is referring to as the “Compass of Light.”
“The Forevermark Black Label Collection is an industry first, offering ideal-cut diamonds in a variety of fancy shapes,” Stanley said. “It provides truly the best of what Forevermark offers: the best of sourcing with integrity, the best of quality and durability, and the best of beauty.”
The collection comes in response to research that Forevermark did on diamond shapes in today’s market, which showed that consumers, particularly millennials, want more fancy shapes and Forevermark expects this trend to continue.
Marketing tools behind the collection for Forevermark jewelers will include visual merchandising, a consumer brochure, in-store videos and a page on Forevermark’s website. Advertising for Black Label will run as part of Forevermark’s national advertising campaign in the fourth quarter, and new ads specific to Black Label will be available to jewelers starting January 2017.
Black Label diamonds also will get a larger format Forevermark grading report that includes technical images of the shape and verifies the proportions, polish and symmetry, including cut grades for fancy shapes.
This new larger format also will be applied to all Forevermark diamonds in early next year to “communicate the premium status” of Forevermark’s diamonds to consumers, Stanley said.
Editor’s Note: This story was updated on June 3 to reflect changes in the release and availability of the Black Label collection.
“The Forevermark Black Label Collection is an industry first, offering ideal-cut diamonds in a variety of fancy shapes,” Stanley said. “It provides truly the best of what Forevermark offers: the best of sourcing with integrity, the best of quality and durability, and the best of beauty.”
The collection comes in response to research that Forevermark did on diamond shapes in today’s market, which showed that consumers, particularly millennials, want more fancy shapes and Forevermark expects this trend to continue.
Marketing tools behind the collection for Forevermark jewelers will include visual merchandising, a consumer brochure, in-store videos and a page on Forevermark’s website. Advertising for Black Label will run as part of Forevermark’s national advertising campaign in the fourth quarter, and new ads specific to Black Label will be available to jewelers starting January 2017.
Black Label diamonds also will get a larger format Forevermark grading report that includes technical images of the shape and verifies the proportions, polish and symmetry, including cut grades for fancy shapes.
This new larger format also will be applied to all Forevermark diamonds in early next year to “communicate the premium status” of Forevermark’s diamonds to consumers, Stanley said.
Editor’s Note: This story was updated on June 3 to reflect changes in the release and availability of the Black Label collection.
More on Sourcing
The Latest
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
