De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Todd Reed Holding First Giveaway
The jewelry brand is asking couples to submit a video showing how they are forging their own way for the chance to win a set of wedding bands.
Boulder, Colo.--Todd Reed has launched its first giveaway, a contest in which it will award a set of wedding bands to the couple who best tells the story of forging their own path via video.
The “Forged Your Own Way” contest launched Feb. 14, Valentine’s Day.
It asks couples to submit a video online that’s up to 90 seconds in length detailing how they are forging their own way, both in their relationship and in their lives.
Todd Reed Marketing Manager Robert Diamante described Forged as a “listening campaign,” designed to help the brand better understand millennials and how they are interfacing with traditional ideas of engagement and marriage.
It is also a way to introduce the Todd Reed brand to that generation.
Diamante told National Jeweler via email: “We believe Todd’s story and the experience of Todd Reed are inherently aligned with the values millennials uphold: desiring engagement with the brands they identify with, feeling a part of the culture of the brand and not being preached to or being told how to buy.
“Todd values sustainability without sacrificing aesthetic. Handmade, which is the heart of Todd Reed, is so important to many, not just millennials and we want to amplify that.”
The idea for the contest came from Boulder resident Kate LaCroix, who owns a marketing agency, Kontently, and has done contract work for the brand in the past. (LaCroix also was featured in National Jeweler after she voluntarily donated a kidney and then tapped Todd Reed to make a medic alert bracelet for her.)
WATCH: The promotional video for Todd Reed’s “Forged Your Own Way” contest
{youtube} ZsDsVvWW2UM {/youtube}
The name “Forged Your Own Way” is, first, a nod to the brand’s founder and chief designer Todd Reed, a “pioneer” who forged his own way with his use of rough diamonds and his unique aesthetic.
Secondly, it references “Forged as One,” the program the brand began in 2017 in which the maker’s mark of the artisans in the Todd Reed studio appear on each piece they craft, intertwined with the Todd Reed hallmark. It gives each piece “a provenance and a personality,” Diamante said.
“Our retailer partners love Forged as One for that reason and it is a fantastic selling point of difference at the counter,” he said.
The deadline for submissions for the consumer-facing “Forged Your Own Way” is March 15.
The Latest
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
It’s ultra-feminine and filled with gold, pearls, and soft pastels.
Emily Highet Morgan and Emily Bennett have joined the agency’s team.
Its updated book for mountings is also now available.
She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
Joyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
Hosted by Freeman’s | Hindman, the sale will take place May 7-8.
The auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
From cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
The charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Ahead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Members can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.
The retailer also appointed two new board members, avoiding a proxy fight from a potential buyer.
The bridal collection consists of 35 engagement rings and seven wedding bands.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
The family-owned jeweler has a new education section on its website dedicated to the history of diamond cutting.