Scholarship applications are being accepted now, and the window for the grant will open in May.
Leaving a mark
Much to the delight of retailers, De Beers is back on the airwaves this holiday season with this nationwide commercial that seems to be one of the favored spots among the jewelry set.
It received a lot of positive social-media feedback in Rob Bates’ annual review of the big retailers’ Christmas spots and, according to a press release from Forevermark--which also cited a number of positive tweets--traffic to its website spiked 704 percent after the commercial debuted in mid-November.
Nothing is as convincing that a product is seeing success, though, as an unsolicited comment from a retailer.
Last week while interviewing Jeffrey Mann, of Jeffrey Mann Fine Jewelers in Toledo, Ohio, he brought up Forevermark when talking about the stellar season he is having at his store. He said though he had some initial hesitation about buying into the program, he’s now “thrilled” that he did so, as a number of customers already have walked in the door asking about--and, more importantly, buying--Forevermark jewelry after seeing the commercials.
“The ‘Center of My Universe’ is definitely going to be a talked-about item,” he says.
Well before my conversation with Mann last Monday, I remembered hearing via a colleague here that a supplier at one of the trade shows said he expected Forevermark was going to be big in the United States.
Mann agreed with that assessment.
“I concur, 100 percent,” he said. “I see it only getting better. We’re in (its) infancy. For us in a small market, it’s been tremendous.”
It’s interesting to hear positive feedback on such a new brand. It’s also interesting that everybody is so excited about the Forevermark TV campaign, especially since the brand swore its first year in existence that television was not the place to advertise it. It was not, they said at the time, “an effective medium for this brand.”
In speaking with Charles Stanley, president at Forevermark U.S. Inc., last week I asked him if the brand now regretted not doing a holiday TV campaign its first year in the U.S. market. While he didn’t answer the question directly, he did say, “What it taught us is: as a diamond brand wishing to engage consumers emotionally, TV is clearly an excellent medium to get that message across. It probably will remain part of our media mix going forward.”
Another element of Forevermark marketing that will remain in place for the foreseeable future is “Center of My Universe,” the halo-centric design and advertising campaign. Stanley said they will be sticking to Center through at least 2013.
This is, of course, not to
I’d love to hear from any retailers who want to comment on how Forevermark and its new holiday commercial are, or aren’t, leaving a mark on their business.
The Latest
She is remembered by loved ones as a “guiding force” behind the store and an active presence in her community.
The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.
The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.
Ho Brothers offers scalable solutions for the future of custom jewelry.
There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.
A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.
The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.
Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.
The former WJA executive director is MFM’s new managing director.
DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.
Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.
Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.
The retailer previously turned down an $8.4 billion offer in 2018.
The Florida store’s owner Miguel Gonzalez is retiring.
The lab stresses the importance of accurate identification, as the difference in price is “substantial.”
The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.
One is reserved for a NAJA member, the other for a non-member.
Longtime employees Carie Lehrke and Megan Mattice have received promotions.
Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.
Chris Clipper and Robert Lepere join the company with 50 years of combined experience.
The trendy, metallic earrings wink at classic spring colors.