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Cover
Retail Rap
By Phyllis Schiller
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| Forevermark by Rahaminov |
The 4Cs are not the only things that make a piece of diamond jewelry a sales winner. In an ongoing series, Rapaport Magazine explores the “3Ws” — what’s selling, what’s not and why — by going straight to the people who really know — jewelry retailers. Each month, we ask a sampling of retailers to comment on the important issues that are facing the industry today. Here is what they had to say when asked: “Now that Forevermark is bringing back “A Diamond is Forever,” do you think it will resonate with today’s consumers? Will help sell all diamonds?”
“It’s one of the most iconic slogans of all times. And I think it’s brilliant of Forevermark to bring it back. I do think it will help diamond sales, across the board.”
“We don’t carry Forevermark. We could bring it in, but we just don’t have it right now. As far as the slogan, “A Diamond is Forever,” my opinion is that it is a tried-and-true statement that I think people can continue to use. I think it is worthy of bringing back and I think it will help sell diamonds. We’re in Amarillo, Texas, so our store sells a lot of diamonds. We sell more diamonds than we do colored stones. It’s not just engagement rings. It’s fashion jewelry as well. In this area, we’re pretty much sold on diamonds.”
“I don’t carry Forevermark and I don’t believe it will have an effect on sales here. My clients buy both bridal and fashion diamond jewelry. Our sales approach has been going strong for the past decade or so.”
“Yes, I think it will help, certainly, and with all diamonds. Anything will help right now.”
“I would say, yes, “A Diamond is Forever” is a classic reminder that everybody can relate to. I think certain age groups might be more familiar with the saying than others, but I don’t think that will make much difference in terms of its effect. I think initially it will just be about bridal, because that’s usually what people think of when they think of diamonds.”
“I think that’s been a tremendous slogan and one that I still hear customers quote. I think it was one of the best ad campaigns out there. We’re currently not a Forevermark dealer but I still think bringing back “A Diamond is Forever” is a good thing for the overall diamond industry. Most people associate the slogan with diamond rings, but I think it will have some residual carry-over into other types of diamond jewelry.”
“I do think reviving the slogan will be a help, to some extent. It could feel dated to people who remember it from before. But on the other hand, it can inspire the same positive connotation that all the De Beers advertising had for all those years, the warm fuzzy of all those old television commercials where we all went, ‘ahhhh.’ For the younger consumers, it’s hard to say. It’s a whole different mentality. They look at engagement rings differently, they look at diamonds differently. I can’t predict for that under-35 crowd, but certainly for the 45-and-older, I think it’s going to be a positive. And anything that’s positive out there about jewelry is a good thing. And I think it will be for any diamond, not just a bridal message. It’s a diamond jewelry message, and that’s not a bad thing.”
“Well, it couldn’t hurt. We don’t sell Forevermark, but I promise if they start to use that slogan again, I’ll use it over the counter.”
“That concept has been successful in the past and as an idea, it helps in terms of thinking why a diamond is a good idea for a wedding band. So, it can’t hurt to bring it back, for sure. If it’s something that younger people aren’t familiar with, it might be good to introduce them to it. However, I’m not sure it will affect the purchases of diamonds across the board. I think the slogan traditionally is marketing for bridal.”Article from the Rapaport Magazine - August 2015. To subscribe click here.
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