ColumnistsJan 22, 2025
On Data: How Did Independent Jewelers Fare in 2024? Sherry Smith shares data on the year gone by, including the breakdown between natural and lab-grown diamond sales.
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
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
Policies & IssuesJan 22, 2025
Jewelers Mutual Steps Up Aid for LA Jewelry BusinessesThe company also is matching donations made to Jewelers of America and the Diamond Council of America’s Jewelers Relief Fund.
Events & AwardsJan 22, 2025
JA Seeking Nominations for Its Next ‘20 Under 40’ ClassNow in its fourth year, the program is expanding to include a list of “20 Under 40” for jewelry suppliers.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
SurveysJan 22, 2025
Holiday Sales Hit Record High, Says NRFCore retail sales during the 2024 holiday season surpassed the National Retail Federation’s forecast.
Weekly QuizJan 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 22, 2025
Foundrae’s New Collection Channels the Power of NowThe “Reach for Life” collection uses feather and arrow motifs to invite growth and inner curiosity.
ColumnistsJan 21, 2025
Peter Smith: Sales Training’s Dirty Little SecretPeter Smith pulls back the curtain on the often misinterpreted, and sometimes maligned, world of sales training.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
TrendsJan 21, 2025
Amanda’s Style File: Decadent Mocha MoussePantone’s 2025 Color of the Year takes the form of jewelry through gemstones and enamel that look just as delicious as mocha mousse.
Policies & IssuesJan 21, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief From raffles to auctions to donations, the industry is working to aid charities in Los Angeles amid the raging wildfires.
SourcingJan 21, 2025
Diamonds Do Good Adds 2 Board MembersJulia Hackman Chafé and Monica Elias have joined the organization’s board of directors.
FinancialsJan 17, 2025
Richemont’s Jewelry Sales Rise 14% in Holiday QuarterThe company, which owns Cartier and Van Cleef & Arpels, had a record Q3, with sales topping $6 billion.
CollectionsJan 17, 2025
Piece of the Week: Picchiotti’s Transformable ‘Classic Blue and Green’ NecklaceThe necklace features a sapphire drop weighing more than 9 carats that detaches to transform into a ring.
MajorsJan 17, 2025
Tiffany & Co., CFDA Name First Winner of Jewelry Designer AwardJameel Mohammed, founder of Afrofuturist brand Khiry, will receive a cash prize and a one-year paid fellowship with Tiffany & Co.
WatchesJan 16, 2025
Timex Launches Collection of National Park WatchesThe watches’ dials feature artwork celebrating the vibrant energy and unique landscapes of six of America’s national parks.
AuctionsJan 16, 2025
Elizabeth Taylor’s Diamond Line Bracelet Going up for Auction Offered by U.K. auction house Woolley & Wallis, the yellow diamond bracelet was a gift from Taylor’s good friend Michael Jackson.
Events & AwardsJan 16, 2025
JCK Las Vegas 2025 Open for RegistrationThe jewelry trade show returns to The Venetian Expo and The Venetian Resort in Las Vegas from June 6 to 9.
EditorsJan 15, 2025
The Jewelry I’d Bid On in Christie’s Iris Apfel AuctionAssociate Editor Natalie Francisco highlights her favorite fashion jewelry pieces from the upcoming “Unapologetically Iris” auction.
MajorsJan 15, 2025
Macy’s to Close 66 Stores as Part of Turnaround StrategyThe closures are part of the retailer’s plan to close 150 locations over a three-year period.
Policies & IssuesJan 15, 2025
JVC Debuts Guide to Americans with Disabilities Act ComplianceThe online guide is available for free and written with the jewelry industry in mind.
Events & AwardsJan 15, 2025
Jose Hess Design Awards Open for SubmissionsThe awards honor the late Jose Hess, a founding member of AJDC and an award-winning jewelry designer.
GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
ColumnistsJan 14, 2025
Jules Kim: Building Bridges Between Creators and IndustryIn this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
MajorsJan 14, 2025
Edouard Schneider Joins Messika as Chief Brand OfficerSchneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
SourcingJan 13, 2025
Zambia Reinstates 15% Export Duty on Precious Gemstones, Shocking GemfieldsGemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
