Sourcing

This Year, Forevermark’s Focused on Bridal

SourcingJun 10, 2019

This Year, Forevermark’s Focused on Bridal

The diamond brand’s new campaign, “I Take You, Until Forever” was designed to reflect modern love.

20190610_Forevermark_Icon_engagement_ring.jpg
The Forevermark “Icon” setting is one of the styles available in the brand’s new “Engagement & Commitment Collection,” which will launch this summer and will be supported by a new bridal-focused marketing campaign, “I Take You, Until Forever.”

Las Vegas—Forevermark will put its marketing dollars behind bridal this year, running an ad campaign designed to reflect “modern” love and supplying jewelers with what they’ve asked for—a line of smaller, lower-priced engagement rings.

At the brand’s annual breakfast in Las Vegas, Forevermark U.S. President Charles Stanley acknowledged that women who buy their own diamond jewelry still represent the fastest-growing segment of the market; Forevermark marketed to them last year, pushing the fashion-forward “Tribute” and “Alchemy” collections.

This year, however, the brand will focus on bridal, launching a couple-centric campaign paired with the new “Forevermark Engagement & Commitment Collection.”

Screened at the breakfast, the two-minute film for “I Take You, Until Forever” features six couples. Three of them are pairs in real life—not actors—and the film includes one couple who already has a child together as well as a lesbian couple, the first gay couple featured in Forevermark advertising.

Stanley noted in presenting the film in Las Vegas that Forevermark recognizes marriage is no longer a necessity, and that many couples are not tying the knot until after buying home or having a child together. (Signet Jewelers CEO Gina Drosos cited a statistic at last year’s JCK Las Vegas show that 40 percent of engaged couples today already have children.)


This is another style in the “Forevermark Engagement & Commitment Collection,” the “Unity” ring featuring an oval center stone in 18-karat yellow gold. The collection also includes round and cushion-cut diamonds as well as wedding bands.


This means couples today must balance the cost of their engagement ring against other expenses, like mortgages and child care. 

Stanley added that they also don’t have the same strong emotional connection to diamonds as their predecessors, but they do want to pick a diamond that is personal to them and their relationship.

He said: “Forever is no longer a fairy tale ending and is, instead, created through the commitments that a couple makes to one another daily. Today, couples feel that ‘my’ diamond means everything to them, and over time, it gains more meaning and is a constant reminder of an ongoing partnership.”

The two-minute film for “I Take You, Until Forever” will launch in early July and continue to run on-air and online through the holiday season. The film will be shortened for TV and digital, and there will be print assets as well, all of which will be available to Forevermark retailers.

The
accompanying collection of bridal jewelry, the “Forevermark Engagement & Commitment Collection,” has center stones ranging from 0.30 to 1 carat, and retail prices start at $2,400 and go up to $15,000. For some styles, larger center stones will be available upon request.

It is the first collection fully produced by (in partnership with jewelry manufacturers) and branded as Forevermark, with the company’s logo stamped on the inside of each band.

The rings will be featured on Forevermark.com but will not be sold there; instead, the website will direct consumers to their local Forevermark-carrying jeweler.


First Lady of the Republic of Botswana Neo Jane Masisi opened the annual Forevermark breakfast, held May 30 at The Venetian in Las Vegas.


Prior to Stanley’s address, Forevermark’s Las Vegas breakfast opened with a special guest speaker—the First Lady of the Republic of Botswana, Neo Jane Masisi.

Masisi accompanied her husband, Botswana President Mokgweetsi Masisi, to Vegas, where he delivered the opening keynote address for the JCK Las Vegas show on Friday.

In a speech that drew warm applause and laughter throughout, Masisi talked about her personal journey—she started her professional career as an accountant at Jwaneng, one of Botswana’s diamond mines—and what diamonds have meant to her, both in her personal life and as a resident of a country that has leveraged the natural resource to lift itself, and its residents, out of poverty.

“Millions of other Batswana have, like me, had the opportunity to develop their talents and grow their interests thanks to the opportunities that diamonds have provided,” she said. “We have been a society that has flourished because of diamonds that have been managed in prudent style.”
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Weekly QuizJun 20, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Jewelry industry author, speaker, and sales expert Peter Smith
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?

If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

Greenwich Street Jewelers Your Love Has the Perfect Ring Campaign
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

Ivette Nersesyan-Stephanopoulos
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

New York Liberty Nyara Sabally Catbird campaign
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand Ambassador

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Pandora Las Vegas ribbon cutting ceremony
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American Flagship

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy