London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
Multi-Stone ‘Tribute’ Is Forevermark’s Holiday Campaign
The ads from the De Beers-owned diamond brand are online already, and will be in print and on TV next month.

New York--The first phase of Forevermark’s 2017 holiday campaign centered on its new collection of stackable, multi-stone diamond jewelry has launched.
Ads for the Forevermark Tribute Collection started popping up online last week, with 15- and 30-second versions of the television commercial set to follow early next month. (A longer version of the commercial can be viewed now on Forevermark.com.)
Teased by Forevermark executives at the De Beers-owned diamond brand’s annual breakfast in Las Vegas, the point of Tribute is to pivot from placing so much emphasis on men giving diamond jewelry to women as relationship markers, e.g., a 25th anniversary, to gifts of diamond jewelry for other life milestones, including professional achievements like a promotion.
It, as the name suggests, pays tribute to “the unique qualities and characteristics of a woman.”
Tribute also aims to cater to the increasing number of women who, according to De Beers, are buying diamond jewelry for themselves, though the commercial depicts a woman in a relationship.
When asked Monday if Forevermark has plans for a commercial that features a single woman, Forevermark U.S. President Charles Stanley said: “It is our intention to move this into a more self-purchase orientation” in the future.
RELATED CONTENT: The Mistakes Made in Marketing to Women
He pointed out that while the number of women buying diamond jewelry for themselves now accounts for one-third of purchases of non-bridal diamond jewelry in the United States, half of non-bridal diamond jewelry is still bought as a gift of love from one person to another.
The Forevermark Tribute campaign launched online Oct. 11 and will run through Christmas via paid search, paid social media and on targeted networks, as well as on mobile and premium websites including Bloomberg, The Atlantic, The Washington Post, YouTube, Goop (actress Gwyneth Paltrow’s lifestyle website), Who What Wear and music streaming service Pandora.
The TV commercial was filmed in Toronto and features a cover of Fatboy Slim’s late ‘90s hit “Praise You.”
Fifteen- and 30-second versions of the TV commercial will begin airing Nov. 6 during “Dancing with the Stars” on ABC followed by “Scorpion” on CBS. Stanley said as in years past, the ads will be available for local tagging by participating jewelers.
The
Stanley said all online and on-screen advertisements will direct consumers to the Forevermark website, which will, in turn, point them to jewelers carrying the collection.
He said in order to be considered a participating Tribute Collection jeweler and take advantage of the marketing, retailers must stock a minimum of 16 pieces, including nine advertised pieces, out of the 32 SKUs in the collection.
There also are plans to add a build-your-own-stack feature to the Forevermark website, but a spokesperson for the brand said Monday that a launch date for that tool is not yet available.
Stanley declined to say exactly how much is being spent Forevermark’s Q4 campaign this year, though De Beers announced in August that it is allocating $140 million for marketing in the U.S., China and India across Forevermark, De Beers Diamond Jewellers, the Diamond Producers Association and India’s GJEPC. It is De Beers’s largest marketing investment since 2008.
The Latest

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.


The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.



















