WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
SourcingJun 03, 2016
Forevermark Bringing ‘Ever Us’ Into Holiday Ad Campaign
De Beers’ diamond brand announced that its holiday marketing campaign will aim to drive consumers into stores through product-specific advertising featuring two-stone jewelry.
In the second half of 2016, Forevermark will launch an advertising campaign featuring two-stone jewelry and the Black Label collection of fancy-cut diamonds, as pictured here.
Las Vegas--Forevermark is going to take the success of the “Ever Us” two-stone diamond collection and run with it.
At the brand’s breakfast held Thursday at the Four Seasons in Las Vegas, Forevermark executives said they would focus on emotional, product-specific advertising in the fourth quarter designed to drive consumers into jewelry stores.
The campaign will include a nationally televised commercial featuring the Ever Us two-stone diamond collection, showing the bypass ring as well as other two-stone designs including earrings and pendants.
In addition to the commercial, the Ever Us Forevermark ads also will run in digital and social media.
“Like the three-stone ring for your past, present and future, the Ever Us two-stone ring is creating a new category across the industry, allowing different tiers of retailers to participate without being negatively impacted by the other,” said Charles Stanley, president of Forevermark U.S. “This is an opportunity we simply must not miss.”
While two-stone jewelry is definitely not new, the style found new life last year when Signet Jewelers launched the heavily marketed “Ever Us” line of two-stone pieces. The retailer, operator of some of the world’s biggest jewelry chains including Kay Jewelers and Zales, has reported having tremendous success with the collection.
When Signet launched Ever Us in October, it gave Forevermark permission to allow its retailers to use the trademarked collection name as well; now Forevermark is taking it a step further by incorporating “Ever Us” and two-stone jewelry into its major marketing campaign of year.
In addition, Forevermark announced at the breakfast that it would again run its “Seize the Day” campaign in the fourth quarter, targeted at men and featuring new taglines. This year’s ads will be clearly branded as Forevermark, Stanley said, with the Forevermark inscription reflection and logo.
The ads will run in print and digital, as well as on out-of-home platforms across 19 markets.
Also at the breakfast, Forevermark unveiled a new line of fancy-cut diamonds called the Black Label collection. It will roll out in North America in the second half of the year.
So far, Black Label features square, round, cushion, oval and heart shapes, but Forevermark CEO Stephen Lussier said that the company will continue to explore and expand options. The four fancy shapes are available exclusively through Forevermark diamantaire HRA Crossworks; the rounds are available from Forevermark diamantaires.
Forevermark said the patented cut of the
diamonds are such that they are perfectly symmetrical, allowing for them to radiate what the brand is referring to as the “Compass of Light.”
“The Forevermark Black Label Collection is an industry first, offering ideal-cut diamonds in a variety of fancy shapes,” Stanley said. “It provides truly the best of what Forevermark offers: the best of sourcing with integrity, the best of quality and durability, and the best of beauty.”
The collection comes in response to research that Forevermark did on diamond shapes in today’s market, which showed that consumers, particularly millennials, want more fancy shapes and Forevermark expects this trend to continue.
Marketing tools behind the collection for Forevermark jewelers will include visual merchandising, a consumer brochure, in-store videos and a page on Forevermark’s website. Advertising for Black Label will run as part of Forevermark’s national advertising campaign in the fourth quarter, and new ads specific to Black Label will be available to jewelers starting January 2017.
Black Label diamonds also will get a larger format Forevermark grading report that includes technical images of the shape and verifies the proportions, polish and symmetry, including cut grades for fancy shapes.
This new larger format also will be applied to all Forevermark diamonds in early next year to “communicate the premium status” of Forevermark’s diamonds to consumers, Stanley said.
Editor’s Note: This story was updated on June 3 to reflect changes in the release and availability of the Black Label collection.
“The Forevermark Black Label Collection is an industry first, offering ideal-cut diamonds in a variety of fancy shapes,” Stanley said. “It provides truly the best of what Forevermark offers: the best of sourcing with integrity, the best of quality and durability, and the best of beauty.”
The collection comes in response to research that Forevermark did on diamond shapes in today’s market, which showed that consumers, particularly millennials, want more fancy shapes and Forevermark expects this trend to continue.
Marketing tools behind the collection for Forevermark jewelers will include visual merchandising, a consumer brochure, in-store videos and a page on Forevermark’s website. Advertising for Black Label will run as part of Forevermark’s national advertising campaign in the fourth quarter, and new ads specific to Black Label will be available to jewelers starting January 2017.
Black Label diamonds also will get a larger format Forevermark grading report that includes technical images of the shape and verifies the proportions, polish and symmetry, including cut grades for fancy shapes.
This new larger format also will be applied to all Forevermark diamonds in early next year to “communicate the premium status” of Forevermark’s diamonds to consumers, Stanley said.
Editor’s Note: This story was updated on June 3 to reflect changes in the release and availability of the Black Label collection.
More on Sourcing
The Latest
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Weekly QuizOct 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
