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First Lady of Botswana Opens Forevermark JCK Breakfast

A new bridal campaign was also unveiled.

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(Left) The First Lady of the Republic of Botswana; (Right) Forevermark US President, Charles Stanley

(PRESS RELEASE) LAS VEGAS – The First Lady of the Republic of Botswana, Neo Jane Masisi, opened Forevermark’s annual breakfast held at JCK LUXURY, sharing the important role that diamonds have played in the story of her own life as well as for her country with Forevermark jeweler and manufacturing partners.

“It is thanks to the enduring desire for the diamond dream and the revenues Botswana has subsequently been able to use for development that I am standing here today. Millions of other Batswana have, like me, had the opportunity to develop their talents and grow their interests thanks to the opportunities that diamonds have provided. We have been a society that has flourished because of diamonds; that have been managed in prudent style,” she said.

Forevermark Icon Setting from The Forevermark Engagement & Commitment Collection

Following the First Lady’s address, Forevermark US President Charles Stanley unveiled the brand’s marketing campaign, “I Take You, Until Forever,” for its new Engagement & Commitment Collection. The campaign explores the beauty and reality of the vows that a couple makes to one another and a more modern view of love and relationships. In developing the collection and the campaign, Forevermark conducted extensive research on consumers’ bridal design preferences and current attitudes around the role a diamond plays in a couple’s journey to forever.

“Forever is no longer a fairy-tale ending and is instead created through the commitments that a couple makes to one another daily. Today, couples feel that ‘MY’ diamond means everything to them, and over time, it gains more meaning and is a constant reminder of their ongoing partnership. With the new collection, we offer our consumers a premium product with an emotional, intimate, and genuine campaign to raise your bridal business,” Stanley said to the Forevermark partnership.

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The Forevermark Engagement & Commitment Collection marks the first collection fully produced by the diamond brand, and each ring is stamped with the Forevermark icon inside the band. The collection features timeless engagement rings in round, oval, and cushion diamond shapes as well as commitment bands for women and men. At the center of each engagement ring is a Forevermark diamond with its inscription representing the brand’s promise that each diamond is beautiful, rare, and responsibly sourced.

The collection includes 17 engagement ring styles with center diamonds ranging from .30 carat to 1.00 carat, with larger center stones available upon request, and 11 classic wedding bands. The Forevermark Engagement & Commitment Collection is set in Platinum, the white metal of choice for the collection. The strength and durability of platinum, along with its bright white color, match the quality of a Forevermark diamond and highlight its inherent beauty. Designs are also available in 18k yellow gold and 18k rose gold to round out the collection.

The ‘I Take You, Until Forever’ campaign features a two-minute film, which will be shortened for TV and digital, as well as print assets, and it will launch in early July, continuing through holiday. All campaign assets will be available to participating Forevermark jewelers.

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