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De Beers Embraces 'Ever Us' for Holiday Campaign

Jun 9, 2016 4:06 AM   By Rapaport News
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RAPAPORT... De Beers and Signet Jewelers are taking their relationship to the next level after Forevermark announced it is adopting Signet’s ‘Ever Us’ two-stone ring concept for its 2016 holiday advertising campaign.

“We see an opportunity to develop the two-stone category in the same way we had the three-stone ring in the past,” Charles Stanley, president of Forevermark U.S. told Rapaport News at the JCK Las Vegas show. “We’ll run a separate campaign to Signet and we expect the concept will really gain traction through the two programs.”

Signet, which launched the ‘Ever Us’ campaign for the 2015 holiday season, noted the jewelry line spurred growth in the fourth quarter and the more recent first three months of 2016. Signet’s campaign last year included a Forevermark collection which independent retailers carrying Forevermark could tap into.

This year, Forevermark will run its own ‘Ever Us’ advertising on national television, digital and print media, featuring its own line of two-stone jewelry including rings, pendants and earrings. The company will also continue ’The One’ theme from last year, featuring its ‘A Diamond is Forever’ tagline. It will also re-run the ‘Seize the Day’ campaign urging men to buy diamonds from one of seven Forevermark product lines this Christmas.

Stanley explained Forevermark’s marketing will target two consumer segments - affluent bridal couples aged between 25 and 44 with a household income more than $150,000 a year. The second group is affluent women of 25-to-64 years, with an annual household income of over $200,000.

Forevermark unveiled its 2016 marketing program at the JCK Las Vegas show along with its new product lines. It introduced the Forevermark Black Label Collection, which Stanley described as being the brand’s premium assortment that uses “the very best of the best” diamonds.

Forevermark is also expanding the range of stones that can be inscribed with the ‘Forevermark’ inscription to include diamonds of 0.10 carat and larger. The lower limit before was 0.14 carat. It is also introducing the ‘Forevermark Petit’ for melee, while Forevermark dossier reports for diamonds up to 0.49 carats were also unveiled. The company is reviewing its fee structure for smaller diamonds, Stanley explained.
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Tags: brands, Charles Stanley, De Beers, Ever Us, Forevermark, Rapaport News, retail, Signet, u.s.
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