ColumnistsMay 15, 2024
Squirrel Spotting: Why Retailers Struggle to Fire BrandsWhy do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
SourcingMar 22, 2016
“Seize the Day” diamond ad campaign launches
De Beers and its diamond brand Forevermark have launched their call-to-action advertising campaign that is designed to increase consumer demand for diamonds across the board this holiday season.
London--De Beers and its diamond brand Forevermark have launched their call-to-action holiday advertising campaign that is designed to increase consumer demand for diamonds across the board this holiday season.
Seize the Day last was used about seven years ago and was the successor to the old “Shadows” campaign. The text for those, however, had a white-on-black theme instead.
This launch comes after De Beers said in late May that it was bringing back “A Diamond is Forever” for Forevemark this holiday season, and the August announcement that it was also rebooting Seize the Day, which uses A Diamond is Forever and mentions Forevermark too but is meant to be more along the lines of the generic diamond marketing campaigns the company was so well known for the the past.
There are 39 different lines for the updated Seize the Day, including “Marry Me Sounds So Much Better Than Just Merry Christmas,” featuring a round solitaire diamond engagement ring.
The ads will run across digital, print and outdoor only; Seize the Day has no television component.
The campaign launched digitally on Monday with a takeover of Yahoo’s login page and with banner ads on sites like Yahoo.com, The Verge.com, ESPN.com, GQ.com, and HollywoodReporter.com. Those will run through Christmas.
This week, out-of-home placements also started appearing, beginning with Philadelphia’s Dilworth Plaza. The ads will continue to show up in other top diamond markets around the world including in New York’s Grand Central Station, San Francisco’s Union Square, Seattle’s Westlake Station and Boston’s South Station.
Starting next week, the campaign will feature takeovers on Kindle Fire and eInk readers, ESPN Scorecard, Instagram and WashingtonPost.com.
A total of 30 full-page Seize the Day ads will appear in print publications such as The New York Times, The Wall Street Journal, and Washington Post on key dates throughout the month of December. They also will appear in the December issues of Rolling Stone, Time, Golf, Men’s Journal, The Economist, Esquire, Fortune, Maxim, Robb Report, Sports Illustrated, Wired
Editors' Picks
Sponsored by
and more, most of which already are on newsstands.
Audio ads will run on Spotify, and additional digital takeovers will take place on key dates throughout December on ESPN.com mobile and WashingtonPost.com. Meanwhile, social media promotion will take place on Instagram, Pinterest, Facebook and Twitter.
More on Sourcing
The Latest
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
Weekly QuizMay 09, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
MajorsMay 14, 2024
Platinum Born Taps ‘Born Leaders’ for New CampaignThe ad aims to position platinum jewelry as ideal for everyday wear.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
MajorsMay 09, 2024
Watches of Switzerland Pays $130M for Roberto Coin Inc.The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
TrendsMay 09, 2024
Amanda’s Style File: Shine Bright, Moms Show your mother some love with a piece of fine jewelry.
IndependentsMay 09, 2024
Kyle Edward Fine Jewelry to Close Salisbury StoreThe company’s Easton location will remain open.
MajorsMay 09, 2024
JBT Elects New ChairmanBrian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
Supplier BulletinMay 08, 2024
Fusing Past and Present at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
EditorsMay 07, 2024
Q&A: Author Vikki Tobak on the ‘Ice-Cold’ ExhibitionTobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
EditorsMay 07, 2024
10 On-Theme Looks from the 2024 Met GalaStars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
IndependentsMay 07, 2024
112-Year-Old New Orleans Business Popping Up in Aspen M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
MajorsMay 07, 2024
Richemont Acquires Italian Jeweler VhernierThe branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
CollectionsMay 07, 2024
These ‘Luminaries’ Are Set to Light Up CoutureThe six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
AuctionsMay 07, 2024
Sotheby’s to Auction Sylvester Stallone’s WatchesThe highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
