These punk-inspired earrings from the new Canadian brand’s debut collection reveal the alter ego of the classic pearl.
Forevermark to Focus on Women in Q4, Backed by a Beacon
The De Beers-owned diamond brand’s fourth quarter marketing campaign will target women, both single and married, who buy jewelry for themselves.
Las Vegas--Women will be the focus of Forevermark’s fourth quarter marketing campaign, which, like the beacon programs of the past, will center on a single diamond jewelry design developed by De Beers.
Announced Sunday at the diamond brand’s annual breakfast in Las Vegas, the marketing campaign will focus on women--both married and single--who buy jewelry for themselves, a category that has grown significantly.
According to De Beers research presented at the breakfast, the number of women who buy jewelry for themselves has increased by 50 percent in the past 10 years and now accounts for more than 30 percent of the U.S. diamond jewelry market.
The campaign also will speak to women who receive gifts of diamond jewelry that celebrate personal success and growth, like promotions or career changes.
“It’s time to tell her story,” Charles Stanley, president of Forevermark U.S., said.
He said that this type of program--which is reminiscent of the De Beers “beacons,” like Journey diamond jewelry and the three-stone (past, present, future) ring--is what Forevermark partners have been asking for from the brand. He described it as getting “back to basics.”
The tagline used in the advertising will be trademarked and the design will be exclusive to retailers that carry Forevermark, unlike last year’s fourth quarter program, which piggy-backed on the success Signet Jewelers had with the “Ever Us” collection of two-stone jewelry.
“We understand that two-stone jewelry did not work for some of you,” Stanley said, addressing the retailers present at Sunday’s breakfast. “You need to love the product.”
The advertising and marketing materials to support the campaign are still being developed but are slated to roll out in October following a launch event in New York. The campaign will include national TV commercials as well as digital elements.
Forevermark is keeping the design concept under wraps for now; all that company executives would reveal at Sunday’s breakfast is that is a multi-diamond design and will be available in earrings, necklaces and rings.
While the diamond brand didn’t reveal much about its “big idea” on Sunday, Forevermark did debut the new “Lorato” collection, an exclusive line of bracelets benefiting Tusk, a charity raising awareness of the threat facing black and white rhinos in sub-Saharan Africa.
Forevermark
The bracelet, which is available in 10 color combinations, features a 10-point Forevermark diamond with a rhino charm and the Forevermark icon on either a gold chain bracelet or colored fabric cord. It will start around $500 retail.
Lorato is slated to launch on World Rhino Day, Sept. 22.
The Latest
The company brings its nanotechnology to two new fancy cuts for diamonds that feature its signature color and brilliance.
Sponsored by Tasha R
From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Three Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
A federal court found that the jewelry store chain violated terms of the settlement reached after it was accused of defrauding customers.
Cynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
The new space was designed to evoke a warm, inviting vibe.
The auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
The four finalists will present their pieces at the 2025 JCK Las Vegas show.
The “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
The money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
The event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
Local reports identified the woman as the wife of the jewelry store owner.
A collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
The Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
Hampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
The group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
The collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
This year’s theme asks designers to take inspiration from classic fairy tales.
Senior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
The latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
No. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
Sotheby’s sold the necklace, which potentially has ties to Marie-Antoinette, for $4.8 million to a woman bidding via phone.