By Michelle Graff
michelle.graff@nationaljeweler.com
Retailers attend a breakfast presentation at the recently concluded Forevermark Forum in Phoenix. This year’s forum included the introduction of the Carat Club, a distinction for jewelry store sales people who sell a certain volume of diamonds each year.

Phoenix--De Beers’ diamond brand has started its own carat club, honoring jewelry stores salespeople who sold more than 20 carats of 1-carat and larger Forevermark diamonds in 2015.

Launched at the brand’s recent forum in Phoenix, the Forevermark Carat Club rewards the brand’s top sales ambassadors, not unlike the way rival diamond brand Hearts On Fire recognizes its top-selling stores at Hearts On Fire University each year.

A total of 17 people were inducted into the club’s first class. They are as follows.  
Paul Minton, BC Clark Jewelers
Ashleigh Woolly and April Busby, Bere’ Jewelers
Cory Schifter, Casale Jewelers
Robert Fontenot, Diamond District
Jon Fey and Carolyn Vidler, Fey & Co. Jewelers
Jillian Rebol,  Eran Peleg and Nikko Kandhari, Geoffrey’s Diamonds & Goldsmith
Joseph Brando, J Vincent Jewelers
Jalil Bami, Milanj Diamonds
Jack DeAngelis, Morton & Rudolph
Lee Neves, Neves Jewelers
Eddie Hazan, Tara Fine Jewelry Co.
Abby Elsess, Trinity Jewelers
Laura Alonzo, Zameer Kassam Fine Jewelry

Club members were presented with a Forevermark diamond pin and will receive a trip to De Beers’ Victor mine in Ontario, Canada to “experience the journey of a Forevermark diamond first hand,” the brand said.

The 2016 Carat Club incentive will run through the entire year and sales ambassadors will need to sell 35 carats or more to qualify. This year’s top 20 winners will receive an exclusive trip to London to visit the Forevermark headquarters and the Tower of London, where the Crown Jewels are kept, as well as a trip to Antwerp for a tour of the Forevermark Diamond Institute.

Also during the Forevermark Forum, the brand introduced a new marketing and advertising campaign focused on responsible sourcing, highlighting how it gives back to the communities from which its diamonds originate.  

The campaign will run both in print and online, with the first national print ad slated to run in the May issue of Town & Country.

A responsible sourcing toolkit will be available to all jewelers who carry Forevermark so they can take advantage of the content in their local campaigns, on their websites or in their stores.


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Forevermark U.S. President Charles Stanley said the brand will be “dialing up” its responsible sourcing messaging for the remainder of the year.

The Forevermark Forum took place April 4 to 6 at the Biltmore Arizona in Phoenix. The theme was “Better Together,” stressing the fact that jewelers, manufacturers, diamantaires and industry leaders need to work together to solve the industry’s problems.

It was the brand’s fifth forum.


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