SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
IndependentsJun 06, 2017
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
Editors' Picks
Sponsored by
will donate a percentage from every sale from Lorato (Lorato means “love” in Setswana, the native language of South Africa and Botswana) to Tusk.
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 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.
More on Independents
The Latest
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
