MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingJun 01, 2018
Forevermark to Launch E-Commerce in Q4
Consumers will be able to buy pieces from the Tribute and Alchemy collections on Forevermark.com, with the majority of each sale going to a Forevermark-carrying jeweler.
Forevermark U.S. President Charles Stanley speaking at the brand’s annual Las Vegas breakfast, held Thursday at the Four Seasons hotel. The brand unveiled its marketing plan for the remainder of 2018, and De Beers executive Stephen Lussier also addressed the company’s decision to begin selling lab-grown diamonds.
Las Vegas--Omnichannel and female self-purchasers will be the focal points of Forevermark’s marketing strategy this year, the De Beers-owned diamond jewelry brand announced.
Included as part of its omnichannel strategy is the launch of e-commerce capabilities on Forevermark.com in the fourth quarter.
Forevermark U.S. President Charles Stanley said Thursday at the brand’s annual Las Vegas breakfast that consumers will be able to buy pieces from two collections--Tribute and Forevermark Alchemy Collection by Jade Trau--on Forevermark.com. Proceeds from all online sales (minus a service fee) will go to the consumer’s chosen jeweler or, if no jeweler is selected, the nearest retailer who carries Forevermark.
The addition of online sales is one of a number of upgrades the diamond brand is making to its website.
Forevermark also is adding online appointment booking, “Live Chat” functionality and a quiz to help consumers determine which of the archetypes, and thereby diamond shapes, in Jade Trau’s Alchemy collection is the best fit for them. The quiz will be on the Alchemy landing page on Forevermark.com.
Tribute and Alchemy are both collections aimed at women who buy jewelry for themselves, which De Beers sees as a key market moving forward.
“This is a long-term growth opportunity for us,” Stanley said, citing statistics from De Beers’ latest research that show women, both single and married, buying jewelry for themselves accounted for 33 percent of diamond purchases in the U.S. in 2017, up from 27 percent in 2013.
Forevermark will be promoting Tribute through national TV, print, digital displays, social media, paid search and CRM, as well as a national custom digital video and influencer campaign.
Alchemy also will be promoted across the U.S., via digital and social media.
Also at the breakfast, Forevermark played its new 30-second bridal commercial that will be available for jewelers to use with local tags. The emotionally charged spot, which Stanley asked to be shown twice, drew applause from the audience.
Forevermark turns 10 at the end of this year, as the brand launched in China in December 2008 (but did not come to the United States until 2011). It now has 2,250 doors in 26 countries.
The brand’s global CEO and De Beers’ Executive Vice President of Marketing Stephen Lussier opened the breakfast talking about the “bold moves” De Beers has made recently, chief among them the announcement that the diamond company would begin selling fashion jewelry set with lab-grown diamonds.
While De Beers
is set to begin selling its man-made diamond jewelry direct to consumers in September, both the company and Lussier seem intent—at least in communications to the trade—on casting lab-grown diamonds as less than. At times, the longtime diamond mining company seems reticent to even acknowledge the fact that lab-grown diamonds are, in fact, diamonds.
De Beers included in the press release announcing the launch of what it is calling Lightbox Jewelry a quote from brand General Manager Steve Coe that read: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds, what they are, how they differ from diamonds...” Not “mined” or “natural” diamonds, but just “diamonds.”
At the Forevermark breakfast Thursday, Lussier—who referred to lab-grown diamonds as “man-made crystallized carbon” that has the properties of a diamond—said, “At De Beers, we never had anything against lab-grown stones. We just don’t believe they are a substitute for, or the same as, diamonds.”
They aren’t rare and, unlike diamonds, can be made cheaply, he said.
Lussier added the stones are not for marking emotional moments but for wearing as fun fashion items, with prices that are transparent, linear and related to the cost of manufacturing.
When asked afterward about his remarks, Lussier stressed the fact that natural diamonds are mined from the Earth as the main point of differentiation between the two stones, and reiterated that “being from the Earth is a big thing” when asked to outline other differences between mined and man-made diamonds.
De Beers included in the press release announcing the launch of what it is calling Lightbox Jewelry a quote from brand General Manager Steve Coe that read: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds, what they are, how they differ from diamonds...” Not “mined” or “natural” diamonds, but just “diamonds.”
At the Forevermark breakfast Thursday, Lussier—who referred to lab-grown diamonds as “man-made crystallized carbon” that has the properties of a diamond—said, “At De Beers, we never had anything against lab-grown stones. We just don’t believe they are a substitute for, or the same as, diamonds.”
They aren’t rare and, unlike diamonds, can be made cheaply, he said.
Lussier added the stones are not for marking emotional moments but for wearing as fun fashion items, with prices that are transparent, linear and related to the cost of manufacturing.
When asked afterward about his remarks, Lussier stressed the fact that natural diamonds are mined from the Earth as the main point of differentiation between the two stones, and reiterated that “being from the Earth is a big thing” when asked to outline other differences between mined and man-made diamonds.
More on Sourcing
The Latest
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
Weekly QuizJul 31, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in AustinIts opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.
SurveysJul 30, 2025
Consumer Confidence Ticks Up in JulyRespondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LASenior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New DesignersThe first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough EmeraldsThe online auction house’s September sale will feature rough Brazilian emeralds of various qualities.
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance PlatformThe retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas The jeweler’s largest store yet is set to open in Little Rock next fall.
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
