By Brecken Branstrator
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.

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