Three members of JA's 2024 "20 Under 40" class join Amanda Gizzi and Lauren McLemore to share their tips for seasonal retail success.
Watch: The Video for Forevermark’s New Marketing Campaign
“I Take You, Until Forever” launched this week and it promotes the diamond brand’s new bridal collection.
New York—Forevermark launched “I Take You, Until Forever,” this week, the marketing campaign promoting its new line of lower-priced engagement rings and wedding bands.
Called “I Take You, Until Forever,” the idea behind the campaign was to present a modern view of marriage with its ups and downs, instead of depicting it as a happily-ever-after fairy tale, while also injecting age, race and sexual orientation diversity into a space that’s traditionally been young, white and straight.
There are six couples in “I Take You, Until Forever,” three of whom are not actors but pairs in real life—the couple in which the woman proposes to the man while he’s hanging wallpaper, the pair shown having an argument, and the lesbian couple with the young child.
WATCH: The Two-Minute Film for “I Take You, Until Forever”
London-based director Geej Ower, who has done campaigns for Nike and McDonald’s, shot the film on location in Los Angeles.
“I Take You, Until Forever” went live on Refinery 29, The Knot, The Plunge and Hulu with digital display ads and video this week, as well as on paid search and social.
The national digital campaign will run through the holiday season, expanding to other websites including ESPN, The New York Times and HowTheyAsked.com, The Knot’s proposal-focused site.
Print ads will appear in Allure, Brides, Elle, InStyle, Marie Claire, Men’s Health, People and US Weekly.
All campaign assets are available to participating Forevermark jewelers.
National cable TV ads are not currently part of Forevermark’s plan, but the brand said jewelers can run tagged TV spots in their local markets.
The Latest
The necklace, inspired by ancient artifacts, celebrates strength, endurance, and the natural world.
“America Telling Time: 150 Years of Bulova” dives into the watchmaker’s storied past, from its ad campaigns to the first women’s wristwatch.
Don't miss this one-stop-shop in October, curated with buyers’ needs in mind.
The new additions include flat coil rings, bracelets, and necklaces designed to layer elegantly.
The miner will be raffling off jewelry, donating all proceeds to reforestation efforts for some regions of America’s national forests.
Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
Growing your Instagram following organically is more important than ever in today's technological environment.
A strong economy, a growing middle class with an affinity for brands, and rapid expansion of organized retail have fueled the market’s rise.
Many lab-grown manufacturers in India are rethinking the earlier antagonism between lab-grown and natural diamonds.
For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
The designer has also released a new “Bow” collection, named after the act of bowing down as a sign of respect.
The "Lagos Studio" capsule collection offers elevated statement styles with eclectic designs.
Respondents also showed a greater preference for buying goods over services.
Emmanuel Raheb says your website should be as elegant as your store, with high-quality images and a smooth and secure checkout process.
The jewel, which was worn to two British coronations and may contain diamonds tied to Marie Antoinette, could sell for almost $3 million.
He is remembered as a family man with a love for the game of golf.
TJS has added presentations to its now three-day event schedule, which will take place next summer in Detroit.
Its commercial-quality sapphire, corundum, and ruby sale yielded “healthy” results, while its emerald auction was weaker than expected.
The expanded “Monique Lhuillier Bliss” collection features pink, blue, and yellow lab-grown diamonds.
Exhibitors can register now for the show, which is set for Jan. 9-13.
Lux Bond & Green President and CEO John Green is receiving the honor for his devotion and service to the jewelry industry.
The former owner of Timeless Jewelers in West Salem pleaded guilty to nearly two dozen counts of theft and aggravated theft.
The company is poised to make a big push for natural diamonds this holiday season.
Australian jeweler Linneys’ smiling gold Quokka statue holds a leaf pendant with Argyle pink diamonds that detaches, becoming a necklace.
The 2025-2026 edition of “Fine Jewelry” includes 1,000 new styles with an expanded selection of lab-grown diamond jewelry.
Smith addresses fears about a plateaued market with a reminder that retailers who do it right always will have room to grow.