The passionate gem lover helped bring more than 300 different varieties of stones to the gem trade.
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 brand has attracted attention for its colorful, vintage-inspired pieces.

Marcelo Tau is the company’s new chief operations officer.

Rio Grande provides a pathway to responsibly sourced gemstones.

The jewelry designer founded her eponymous brand in 2015 after nearly two decades in the diamond industry.


Sponsored by HiBid

The watch seller comments on future demand, how the crypto crash impacted Rolex and Patek Philippe pricing, the supply recovery, and more.

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

It features fives sets of jewelry.

Through the collaboration, HRA will exclusively cut, polish, and distribute Plasmability’s lab-grown diamonds in the market.

The limited-edition pendants, available in digital and physical form, retail for $50,000 and are exclusive to holders of CryptoPunks NFTs.

The sale includes pieces “The King” gifted to his longtime manager, as well as jewelry Elvis owned and wore on stage.

Trevor Lawrence is the quarterback for the Jacksonville Jaguars.

It gives trade members full access to its catalog of products so they can sell listings on their own online platforms.

Retailers would be wise to embrace this growing segment of the market instead of shunning it, Peter Smith writes.

He’s the owner of The Lightning Ridge Collection but will pivot to focus on his new role.

East Continental Gems provided more than 150 carats of gemstones for the project.

Rising prices and interest rate hikes are expected to weigh on consumer spending and economic growth over the next six months.

To kick off August, Amanda Gizzi is sharing jewelry featuring the month’s OG birthstone.

The Michigan auctioneer and appraiser also has to pay restitution totaling $25 million for other victims of his fraud scheme.

Johanna Levy will oversee the environmental, social, and governance programs.

Before his sudden death last week, the designer had reached new creative heights.

Despite unusually high summertime sales, the company’s CEO said the industry remains “watchful.”

Joseph Corey, Krystle Craycraft, Sue Hopeman, and Sherry Smith will each serve three-year terms on the board.

A lab-grown ruby makes the perfect nostalgic treat.

Sponsored by HiBid

Revenue for the group that includes Kering’s jewelry brands grew 32 percent in the first half of 2022.