(PRESS RELEASE) PALM DESERT, CA — The eighth annual Forevermark Forum took place at the JW Marriott Desert Springs, in Palm Desert, CA from March 25-27, drawing together over 400 Forevermark retail jeweler, manufacturer and diamantaire partners. The theme of the conference, “Now, Forever,” focused on what Forevermark is doing in the present to build a lasting future for its jewelers’ diamond businesses and the diamond industry at large.
“The idea of forever is changing for our consumers. Today, every choice, action and milestone a couple makes, individually and together, is about building their forever. This is the same for Forevermark. It is what we do now and into the future – both the small and bold things – that will define our success. I am confident that, together, we can lead change within the market to reinvigorate the bridal diamond category and grow Forevermark sales to secure our now and forever.” said Charles Stanley, president, Forevermark US during his welcome address.
Stanley went on to introduce Forevermark’s jewelers to the brand’s new bridal initiative, aimed at addressing changing consumer attitudes about love, marriage and engagement. The Forevermark Engagement and Commitment Collection and accompanying creative campaign will be the first time the De Beers Group has advertised with a bridal-specific campaign in almost two decades. Forevermark’s bridal collection and campaign concept will be formally unveiled at JCK with the national campaign launching in mid-summer.
Over the three days of the Forum, the show floor buzzed with Forevermark partners networking, conducting business with one another, sharing sales strategies, and participating in seminars and talks from Forevermark and De Beers executives and guest speakers that focused on key industry challenges and opportunities as well improving their overall diamond business.
Ryan Estis, former chief strategy officer and certified human capital strategist for McCann Worldgroup delivered the keynote address and shared valuable insights on how technology and social connectedness are influencing consumers’ thinking, and how retailers can shift their thinking and deliver a better brand experience for consumers. Other guest speakers included Michael McNamara, senior principal for Mastercard SpendingPulse and Sarah Willersdorf, partner and managing director of The Boston Consulting Group, who shared trends and insights into overall consumer spending, the luxury retail sector, and global and US diamond jewelry trends.
One of Forevermark’s differentiating brand pillars, responsible sourcing, was a key focus of the Forum with seminars on the brand’s commitment to standing with women and girls and De Beers’ latest animal conservation efforts. Dinal Limbachia, UN Women’s HeForShe IMPACT 10x10x10 program manager explained the importance of De Beers’ ongoing partnership with UN Women, which launched in 2017, and aims to support the advancement of women throughout the company, in diamond producing communities and across De Beers consumer brands, including Forevermark. Kester Vickery, elephant relocation expert and Co-Founder of Conservation Solutions shared details on De Beers’ Moving Giants project, a partnership with Peace Parks Foundation which will translocate 200 elephants a staggering 1,000 miles from the Venetia Limpopo Nature Reserve in South Africa to Mozambique to help restore Mozambique’s elephant population.
Forevermark also held a dinner to honor its 2018 Carat Club achievers and who each sold in excess of 45 diamonds of .90 carats of above throughout 2018. The 2018 achievers will have the opportunity to witness first-hand the good that Forevermark diamonds do in their producing communities when they visit the Jwaneng mine and De Beers De Beers sorting facilities in Botswana later this year. For 2019, sales associates must meet the same requirements to qualify for the Carat Club and the top 10 sales associates will be awarded a trip to tour the Gacho Kué Mine in Northwest Territories, Canada and the De Beers Headquarters in Calgary in 2020.
Throughout the Forum, Forevermark conducted a series of fundraising activities including a Tribute 5K run/walk, raffle, and live auction, and raised more than $20,000 in support of Jeweler’s for Children.