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Forevermark Launches ‘I Take You, Until Forever’ Bridal Campaign

It explores the beauty and reality of the honest vows that a couple make to one another.

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(PRESS RELEASE) NEW YORK — Forevermark has launched a marketing campaign called “I Take You, Until Forever” to support the brand’s debut bridal collection, the Forevermark Engagement & Commitment Collection. The campaign explores the beauty and reality of the honest vows that a couple make to one another and a more modern view of love and relationships.

The “I Take You, Until Forever” two-minute film depicts scenes of everyday moments of love and commitment between six couples, three of which are couples in real life. The film was shot on location in Los Angeles by director Geej Ower, whose directing credits also include campaigns for Nike and McDonalds.

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Ower said, “As soon as I read the script I immediately loved it – for once a brand was wanting to show marriage for what it really is; the ups and downs, the jokes, the arguments, the surprises, the small moments that go unnoticed. I always like making work that feels human and real, and that was exactly what this campaign was trying to do too. It was a new direction for the company so we all worked together closely throughout the process to ensure we were delivering the right message in the script and in every scene. We wanted it to be representative of all of Forevermark’s customers as well as appealing to a new audience.”

The campaign recently went live on Refinery 29, The Knot, The Plunge and Hulu through digital display and video as well as paid search and social. The national digital campaign will also include Bustle, ESPN, HowTheyAsked, The New York Times, Urban Daddy and more. Print ads will also appear in Allure, Brides, ELLE, InStyle, Marie Claire, Men’s Health, People and US Weekly. All campaign assets are available to participating Forevermark jewelers.

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.

Forevermark U.S. President Charles Stanley unveiled the campaign to Forevermark partners in late May at JCK LUXURY and explained, “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.”

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In late June, Forevermark celebrated the launch of the collection of timeless diamond engagement ring styles and commitment bands at an intimate dinner in New York City. The dinner, hosted by model, activist and entrepreneur Ashley Graham, served as the perfect backdrop to showcase the bridal designs. Ashley spoke about her marriage to husband Justin Ervin, sharing the honest vows that have played a part in her and Justin’s unique journey to forever.

Graham said, “I’m so thrilled to be here to support the launch of Forevermark’s Engagement and Commitment Collection. The honest vows ring so true to me, because honesty and communication have played such an important part in my marriage to Justin these past nine years. I’m happy when I look at my ring, and especially when I look at my diamond, but most importantly I love reminding myself that our honest vows are the key to our relationship.”

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 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. (https://www.forevermark.com/en-us/engagement/)

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Plumb Club to Require Members to Join RJC

It’s the first organization of its kind with such a policy.

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(Press Release) NEW YORK – The Plumb Club announced that its members voted to require all new and existing Plumb Club members to become Certified Members of the Responsible Jewellery Council. The Plumb Club, a current RJC association member, is the first organization of its kind to require its members to follow the RJC Code of Practices.

The new requirement underscores The Plumb Club’s purpose to “connect its members and their customers and help shape the future of the jewelry industry.”

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The RJC will collaborate with current and future Plumb Club members to ensure they adopt the RJC Code of Practices and effectively communicate their RJC membership status to their customers and business partners.

“Our new By-Law confirms The Plumb Club’s vision of being a responsible supply side organization recognized for leadership, adding value, and positively impacting the jewelry industry,” said Michael Lerche, Plumb Club president. “We strongly believe that any jewelry retailer who buys product from a non-RJC member is taking a very serious and unnecessary risk. Buying product from a Plumb Club member will greatly mitigate that risk.”

“The Plumb Club’s actions set a clear leadership example for other trade associations and member organizations within the jewelry industry. The Plumb Club’s model of cascading RJC membership through its members is a model for other associations to confidently follow,” said David Bouffard, chair of the Responsible Jewellery Council. “At the RJC, we believe that building consumer confidence is not only important for the future of our industry, but is also an imperative that can be acted on today by joining the RJC.”

Both Lerche and Bouffard called for all current and perspective RJC association members to cascade RJC membership throughout their organizations.

“Having a standardized universal code of practices throughout our industry that the retailer, consumer and even our government, can rely upon to guarantee that these products are the most responsibly sourced and ethically produced in the marketplace is critical. Today, we call on the entire jewelry industry to support the Responsible Jewellery Council and work with us in finding a way for every supplier and retailer in our industry to become a member,” said Lerche.

“As Chair of the RJC, I ask other trade associations within our industry to follow the leadership of The Plumb Club: require your members to join the RJC,” exclaimed Bouffard. “The RJC has a team ready and willing to help your organization develop its own model of cascading RJC membership.”

All certified members of the RJC are able to point their customers and business partners to the RJC’s publicly available Code of Practices to validate how the products they buy and sell are responsibly sourced. The RJC verifies its Code of Practices through full membership of the ISEAL Alliance. RJC members must become certified against the Code of Practices through a third party, independent, certification process. The RJC Code is aligned with international standards from the Organisation of Economic Co-Operation and Development and the United Nations Sustainable Development Goals.

For more information about The Plumb Club, visit https://plumbclub.com/. For more information about the Responsible Jewelry Council, visit https://www.responsiblejewellery.com/.

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Leaders Honored at JNA Awards 2019

16 were honored as recipients across 11 award categories.

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(PRESS RELEASE) HONG KONG – The eighth annual JNA Awards ended on a high note and was well attended by industry dignitaries and trade leaders in Hong Kong on 17 September.

Organized by Informa Markets, the awards celebrates and recognizes entrepreneurs and companies that set high standards for excellence, innovation, and outstanding business performance. A total of 45 Honorees were feted this evening for their notable accomplishments in the past year. Among them, 16 were honored as recipients across 11 award categories by a highly-respected and experienced panel of judges.

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Three outstanding leaders from the retail sector, Cao Thi Ngoc Dung, Hung Ming Li and Wang Chun Li are the recipients of this year’s highest accolade, the Lifetime Achievement Award. These are exceptional leaders well-known for their instrumental roles in transforming and shaping the retail landscape in their respective field and region.

The 16 Award Recipients across 11 categories are:

Brand of the Year – Retail
Shenzhen Sunfeel Jewelry Co Ltd – China

Supplier of the Year
Kapu Gems – India

Industry Innovation of the Year
3a. Industry Innovation of the Year – Diamond Identification
Diamond Services Ltd – Hong Kong

3b. Industry Innovation of the Year – Jewelry Manufacturing Technology
3D Kaiente Jewelry Co Ltd – China

3c. Industry Innovation of the Year – Production Technology
Sahajanand Technologies Pvt Ltd – India
Shenzhen Future Wisdom Jewelry Co Ltd – China

Manufacturer of the Year – Cutting & Polishing – Creativity & Innovation
China Stone Co Ltd – Thailand

Manufacturer of the Year – Jewelry
Chow Tai Fook Jewelry Group Ltd – Hong Kong

Outstanding Enterprise of the Year – China
DECENT Gold Group Co Ltd – China

Outstanding Enterprise of the Year – Countries/Regions outside of China and India
FRANK & co – Indonesia

Outstanding Enterprise of the Year – India
H.K. Designs – India

Retailer of the Year
Luk Fook Holdings (International) Limited – Hong Kong
Phu Nhuan Jewelry Joint Stock Company – Vietnam

Sustainability Initiative of the Year
Shenzhen Xingguangda Jewelry Industrial Co Ltd – China

Young Entrepreneur of the Year (age 40 and below)
Abhay Chordia, Ashok Jewels – India
Angelina Lau, SK Jewelry Group – Singapore

Letitia Chow, chairperson of the JNA Awards, and director of business development – Jewelry Group at Informa Markets, said, “Tonight, we are celebrating a milestone in the jewelry and gemstone trade. These companies have demonstrated that with perseverance and forward-thinking, even in times of challenges, our industry can adapt, transform and continue to make positive impacts to the growth of the business. For that, they truly deserve our sincere congratulations and applause.”

Commented on the 2019 JNA Awards, James Courage, one of the principal judges of the awards remarked, “With increased interest in the Awards, the quality and scope of the entries have increased; hence the judges endeavor to follow up with submissions and clarify, where appropriate, on paper and in-person to ensure comprehension and understanding of the joint judging process and a clear insight into each entry.”

Albert Cheng, one of the principal judges of the awards shared, “It was proven to me, during this year’s due diligence visits to the Awards’ entrants, that the passion of the founders and the way they communicate their visions to their customers via their staff and products or services determine the successes of the brands and companies. I am very proud to honor and recognize these successful entrepreneurs through the JNA Awards.”

Kent Wong, managing director of Chow Tai Fook Jewelry Group remarked, “This year marks the 90th anniversary of Chow Tai Fook Jewelry Group, as well as our eighth consecutive year as a Headline Partner of the JNA Awards. Throughout these years, we are honored to have grown with the JNA Awards and witnessed the continuous breakthroughs in the industry.”

Lin Qiang, president & managing director of the Shanghai Diamond Exchange and one of the awards judges shared, “With the JNA Awards gaining increasing recognition and influence since its inception, the 2019 JNA Awards has reached an unprecedented high. To be able to stand out as an Honoree among the entrants is no easy feat, and to eventually become a Recipient shows that one is indeed the cream of the crop. All of them have achieved great accomplishments and I am sincerely happy for them.”

Kenneth Scarratt, CEO of DANAT concluded, “It is a tremendous honor for DANAT to be involved with the JNA Awards once again in 2019; a celebration of all that is great with our amazing gem and jewelry industry. Indeed, we are at awe, once again, with the organization that goes into the preparations, the determination that goes into the judging, and the extraordinary quality of the Recipients.”

In addition to Headline Partners Chow Tai Fook, Shanghai Diamond Exchange and DANAT, the JNA Awards is supported by Honored Partners KGK Group, China Gems & Jade Exchange, and Guangdong Land Holdings Limited.

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Jewelers of America Announces Recipient of the GEM Award for Lifetime Achievement

It will be held on January 10, 2020.

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Ed Bridge

(PRESS RELEASE) NEW YORK – Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, and the GEM Awards Committee have announced that Ed Bridge, chairman emeritus of Ben Bridge Jeweler, Inc., will be the recipient of the GEM Award for Lifetime Achievement at the 18th annual GEM Awards on Friday, January 10, 2020, at Cipriani 42nd Street in New York City.

The GEM Awards gala honors the outstanding achievements of individuals or companies whose work raises the visibility and status of fine jewelry and watches. Bridge is receiving the 2020 GEM Award for Lifetime Achievement for his dedication to Ben Bridge and the jewelry industry throughout the course of his career.

“Ed has undoubtedly increased the professionalism for the jewelry industry. His commitment to his family business is unwavering and his leadership on the boards of so many jewelry industry associations has been immensely appreciated by all those who benefit from his contributions,” says JA President & CEO David J. Bonaparte. “It is a privilege to be able to present this GEM Award for Lifetime Achievement to everyone’s friend, Mr. Ed Bridge.”

Ed Bridge is the Chairman Emeritus of Ben Bridge Jeweler, Inc., a family managed retail jewelry business founded in Seattle in 1912. The company has over 90 stores throughout the Western United States and Canada. Ed was President / Co-CEO from 1990 – 2017 and Chairman / CEO from 2018 – 2019. Ben Bridge Jeweler was sold to Warren Buffett in 2000 and remains part of Berkshire Hathaway. Ed has served on many industry boards, including Jewelers for Children (Past Board Chair), Jewelers of America (Past Board Chair), Jewelers Vigilance Committee & Jewelry Information Center. He was inducted into the National Jeweler “Retailer Hall of Fame” in 2003 and was awarded the American Gem Society Lifetime Achievement Award in 2012, along with the Bridge family.

In addition to the GEM Award for Lifetime Achievement, Jeweler of America will be announcing the other GEM Award Nominees soon. For details on GEM Awards, to purchase tickets, or to show your support for Ed Bridge through sponsorships and the GEM Awards Journal, visit www.jewelers.org/gemawards.

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