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Forevermark Launches Black Label Collection at JCK

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(Press Release)
LAS VEGAS – At its annual JCK breakfast presentation, Forevermark announced its newest product offering: The Forevermark Black Label Collection, a selection of superior cut diamond shapes.

The Forevermark Black Label Collection includes cut round, square, cushion, oval and heart shaped diamonds. Each Black Label diamond radiates a visible Compass of Light. The fancy shape diamonds in the Black Label Collection are exclusively available through Forevermark diamantaire HRA Crossworks.

“At Forevermark, we are constantly listening to what consumers want, adapting to lead change within the industry, and providing our jewelers with the tools to meet those consumer desires,” says Charles Stanley, president of Forevermark U.S. “The Forevermark Black Label Collection is an industry first, offering ideal cut diamonds in a variety of fancy shapes. It provides truly the best of what Forevermark offers: the best of sourcing with integrity, the best of quality and durability, and the best of beauty.”

A proprietary 2015 survey of women’s diamond acquisition in the U.S. found that current demand for diamond engagement rings is at a 50/50 split for round and fancy shapes, driven by millennial consumers’ desire for a ring that is unique.

Black Label marketing tools for Forevermark jewelers will include visual merchandising, a consumer brochure, in-store videos and a landing page on Forevermark.com which will carry the copy line “For Light Lovers Only.” Advertising featuring Black Label product will run within Forevermark’s national advertising campaign in the fourth quarter of this year. New Black Label-specific ads will be available to jewelers starting in January of 2017.

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Black Label diamonds will receive a larger format Forevermark grading report including technical images of the shape, verifying the proportions, polish and symmetry of the diamond, including cut grades for fancy shapes. The grading report is placed in a custom black sleeve showing light performance visuals, along with a new certificate holder. This new larger format grading report will be applied to all Forevermark diamonds in early 2017.

Forevermark also announced two new additions to its diamond program that will allow for a more comprehensive Forevermark jewelry offering. The Forevermark Diamond Institute has developed its inscription technology to inscribe Forevermark diamonds starting at 10 points. Additionally, Forevermark Petit diamonds will include diamonds under 10 points. Petit diamonds will not be inscribed, but they will be selected by the Forevermark Diamond Institute, ensuring that they undergo the same quality and pipeline integrity standards as inscribed Forevermark diamonds.

These expansions will provide a wider range of price points for multi-Forevermark diamond products, and also allow for jewelry using only Forevermark inscribed and Petit diamonds to carry the Forevermark icon hallmarked on the jewelry.

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