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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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Think Like a Millennial to Sell to a Millennial: GN Diamond’s In-Store Selling Platform Offers Advantage Over Internet Sites

It’s time to take this demographic seriously.

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(PRESS RELEASE) Millennials may be undervalued as jewelry and gemstone customers, but as the largest living generation in the U.S., with $600 billion in annual spending, it’s time to take this demographic seriously.

Born between 1981 and 1996, millennials came of age alongside computers, digital technologies and social media. These tech-savvy shoppers love to research and purchase online, so it’s crucial that diamond sellers can meet them in-store with technologically advanced, interactive online sales tools.

Convert Millennial Browsers into Buyers with an Innovative Selling Tool

Diamond Hunt, the new GN Diamond platform, is an interactive selling tool that addresses millennials’ pain points with technology conveniently at their fingertips. The online loose diamond database mimics what consumers see on internet sites, only with powerful added value.

Here’s how the platform answers the key questions held by 20- and 30-something shoppers in their native digital language.

Light Performance Millennials are skeptical as to how two seemingly similar diamonds can have up to a 70% price difference. The GN Diamond platform utilizes a third party to objectively grade the brilliancy and brightness of a diamond, clearly demonstrating why one SI2 is better than another.

V360 Views Smart-phone-loving millennials easily gain a 360 degree view of the loose diamond and its natural birthmarks without the cumbersome use of a loupe and tweezers. The fully transparent views surpass the typical videos and images used by online retailers.

Gemprint The world’s most sophisticated, non-invasive, positive identification technology records the unique optical “fingerprint” of each diamond. Gemprint is recognized by most insurance companies, some of whom offer 10% off of annual insurance premiums once registered.

GN Gives You an Advantage with Millennials

The GN Diamond platform revolutionizes the way millennial consumers buy diamonds in-store, and it’s as easy as scanning a QR code. Learn more at www.gndiamond.com, and shop over $70 million of loose diamonds certified by GIA, AGS and EGL USA, all with the Gemprint ID.

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GN Diamond Offers Earring Size Simulator on Easy-to-Use Retailer Platform

The APP offers a visual simulation of what a diamond stud looks like on the earlobe.

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(PRESS RELEASE) The 2019 holiday season through January has been one of the strongest periods for diamond stud sales.

Bread-and-butter studs from 1/4 ct up to 1 1/2 carat have always been most popular, but GN has seen larger studs from 2 carats to 6 carats becoming additional hot sellers. The company believes it will continue to see an uptick in sales through Valentine’s Day and the spring bridal season.

Simplistically beautiful, studs should produce up to 12% of a retail store’s annual revenue. Diamond studs are a great add-on to any bridal sale. In the words of Shane Decker, “Never stop selling until the customer tells you to stop.”

GN’s new APP offers a visual simulation of what a diamond stud looks like on the earlobe from ¼ carat to 2 carats.  The consumer can easily see the difference between martini set or four-prong set in all different sizes that reflect their own taste and budget.

In addition, GN Diamond creates a point of distinction for the retail jeweler and offers a light brilliancy score on all of its diamond studs. Each pair is sent to a third-party independent laboratory to evaluate brightness and sparkle. GN’s studs are proven to score in the top 96% of the world’s brightest diamonds. Furthermore, each pair is Gemprinted providing a unique fingerprint of each diamond which will offer the end consumer up to a 10% discount on annual insurance premiums. There is such a competitive market with diamond studs that these
features may help retailers gain the edge over their competition and overcome common objections and obstacles that salespeople face on a daily basis.

GN Diamond is open seven days a week at www.gndiamond.com, striving every day to help jewelers sell more diamonds.

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AGA Adds Robert Weldon to Tucson Conference Line-Up

The conference is set for Feb. 5.

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(PRESS RELEASE) The Accredited Gemologists Association has announced the addition of Robert Weldon to the list of presenters at the annual AGA Tucson conference on Feb. 5 at the Marriot University Park hotel.

Weldon, who will be receiving this year’s AGA Bonanno Award for Excellence in Gemology, is to discuss the ongoing project of educating artisanal miners of East Africa about the stones they recover. Through GIA funding and a contract with Pact, a Washington, DC, non-governmental development organization with offices in Tanzania, the program has put valuable information into the hands of the people whose livelihood depends on mining gemstones.

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Started over a decade ago through the inspiration of fellow Bonanno Award winner Dr. James Shigley, a GIA Distinguished Research Fellow, the program features a book with descriptive text in Swahili and numerous photographs of the gems being recovered. An inspection tray and instructions in cleaning and examination teaches the miners to recognize stone quality of their rough material. After the first class was presented to the Tanzanian Association of Women Miners, it has spread through Tanzania with the intent of reaching 10,000 miners across East African nations.

Weldon, director of the Richard T. Liddicoat Gemological Library and Information Center at GIA, co-wrote the manual and with the GIA staff, has seen immediate results for the over 1.000 miners already trained. Miners are now able to bargain better with their buyers and return more money to their families and communities. The social impact of the project has been enormous and exposure to the supply chain has opened up other opportunities for miners, such as gem cutting and jewelry manufacture.

The AGA conference is a day of gemological insights and discoveries, with Weldon being joined by presentations from Dr. Jeffrey Post, Dr. Laurent Cartier, Dr. Aaron Palke, Richard Hughes and workshops with Eric Fritz, Samantha Lloyd and Claire Scragg. The evening gala and presentation of the Bonanno Award is included with the conference registration and may also be purchased separately.

Conference registration includes continental breakfast, light lunch & the AGA Annual Gala & Dinner featuring great networking opportunities, music, dance floor & the presentation of the Antonio C. Bonanno Award for Excellence in Gemology to Robert Weldon. Early registration fees through Jan. 28 provide substantial savings online at www.accreditedgemologists.org.

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