MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
SourcingJun 01, 2018
Forevermark to Launch E-Commerce in Q4
Consumers will be able to buy pieces from the Tribute and Alchemy collections on Forevermark.com, with the majority of each sale going to a Forevermark-carrying jeweler.
Forevermark U.S. President Charles Stanley speaking at the brand’s annual Las Vegas breakfast, held Thursday at the Four Seasons hotel. The brand unveiled its marketing plan for the remainder of 2018, and De Beers executive Stephen Lussier also addressed the company’s decision to begin selling lab-grown diamonds.
Las Vegas--Omnichannel and female self-purchasers will be the focal points of Forevermark’s marketing strategy this year, the De Beers-owned diamond jewelry brand announced.
Included as part of its omnichannel strategy is the launch of e-commerce capabilities on Forevermark.com in the fourth quarter.
Forevermark U.S. President Charles Stanley said Thursday at the brand’s annual Las Vegas breakfast that consumers will be able to buy pieces from two collections--Tribute and Forevermark Alchemy Collection by Jade Trau--on Forevermark.com. Proceeds from all online sales (minus a service fee) will go to the consumer’s chosen jeweler or, if no jeweler is selected, the nearest retailer who carries Forevermark.
The addition of online sales is one of a number of upgrades the diamond brand is making to its website.
Forevermark also is adding online appointment booking, “Live Chat” functionality and a quiz to help consumers determine which of the archetypes, and thereby diamond shapes, in Jade Trau’s Alchemy collection is the best fit for them. The quiz will be on the Alchemy landing page on Forevermark.com.
Tribute and Alchemy are both collections aimed at women who buy jewelry for themselves, which De Beers sees as a key market moving forward.
“This is a long-term growth opportunity for us,” Stanley said, citing statistics from De Beers’ latest research that show women, both single and married, buying jewelry for themselves accounted for 33 percent of diamond purchases in the U.S. in 2017, up from 27 percent in 2013.
Forevermark will be promoting Tribute through national TV, print, digital displays, social media, paid search and CRM, as well as a national custom digital video and influencer campaign.
Alchemy also will be promoted across the U.S., via digital and social media.
Also at the breakfast, Forevermark played its new 30-second bridal commercial that will be available for jewelers to use with local tags. The emotionally charged spot, which Stanley asked to be shown twice, drew applause from the audience.
Forevermark turns 10 at the end of this year, as the brand launched in China in December 2008 (but did not come to the United States until 2011). It now has 2,250 doors in 26 countries.
The brand’s global CEO and De Beers’ Executive Vice President of Marketing Stephen Lussier opened the breakfast talking about the “bold moves” De Beers has made recently, chief among them the announcement that the diamond company would begin selling fashion jewelry set with lab-grown diamonds.
While De Beers
is set to begin selling its man-made diamond jewelry direct to consumers in September, both the company and Lussier seem intent—at least in communications to the trade—on casting lab-grown diamonds as less than. At times, the longtime diamond mining company seems reticent to even acknowledge the fact that lab-grown diamonds are, in fact, diamonds.
De Beers included in the press release announcing the launch of what it is calling Lightbox Jewelry a quote from brand General Manager Steve Coe that read: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds, what they are, how they differ from diamonds...” Not “mined” or “natural” diamonds, but just “diamonds.”
At the Forevermark breakfast Thursday, Lussier—who referred to lab-grown diamonds as “man-made crystallized carbon” that has the properties of a diamond—said, “At De Beers, we never had anything against lab-grown stones. We just don’t believe they are a substitute for, or the same as, diamonds.”
They aren’t rare and, unlike diamonds, can be made cheaply, he said.
Lussier added the stones are not for marking emotional moments but for wearing as fun fashion items, with prices that are transparent, linear and related to the cost of manufacturing.
When asked afterward about his remarks, Lussier stressed the fact that natural diamonds are mined from the Earth as the main point of differentiation between the two stones, and reiterated that “being from the Earth is a big thing” when asked to outline other differences between mined and man-made diamonds.
De Beers included in the press release announcing the launch of what it is calling Lightbox Jewelry a quote from brand General Manager Steve Coe that read: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds, what they are, how they differ from diamonds...” Not “mined” or “natural” diamonds, but just “diamonds.”
At the Forevermark breakfast Thursday, Lussier—who referred to lab-grown diamonds as “man-made crystallized carbon” that has the properties of a diamond—said, “At De Beers, we never had anything against lab-grown stones. We just don’t believe they are a substitute for, or the same as, diamonds.”
They aren’t rare and, unlike diamonds, can be made cheaply, he said.
Lussier added the stones are not for marking emotional moments but for wearing as fun fashion items, with prices that are transparent, linear and related to the cost of manufacturing.
When asked afterward about his remarks, Lussier stressed the fact that natural diamonds are mined from the Earth as the main point of differentiation between the two stones, and reiterated that “being from the Earth is a big thing” when asked to outline other differences between mined and man-made diamonds.
More on Sourcing
The Latest
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
