Forevermark will put its marketing dollars behind bridal this year, running an ad campaign designed to reflect “modern” love and supplying jewelers with what they’ve asked for—a line of smaller, lower-priced engagement rings.
At the brand’s annual breakfast in Las Vegas, Forevermark U.S. President Charles Stanley acknowledged that women who buy their own diamond jewelry still represent the fastest-growing segment of the market; Forevermark marketed to them last year, pushing the fashion-forward “Tribute” and “Alchemy” collections.
This year, however, the brand will focus on bridal, launching a couple-centric campaign paired with the new “Forevermark Engagement & Commitment Collection.”
Screened at the breakfast, the two-minute film for “I Take You, Until Forever” features six couples. Three of them are pairs in real life—not actors—and the film includes one couple who already has a child together as well as a lesbian couple, the first gay couple featured in Forevermark advertising.
Stanley noted in presenting the film in Las Vegas that Forevermark recognizes marriage is no longer a necessity, and that many couples are not tying the knot until after buying home or having a child together. (Signet Jewelers CEO Gina Drosos cited a statistic at last year’s JCK Las Vegas show that 40 percent of engaged couples today already have children.)
This means couples today must balance the cost of their engagement ring against other expenses, like mortgages and child care.
Stanley added that they also don’t have the same strong emotional connection to diamonds as their predecessors, but they do want to pick a diamond that is personal to them and their relationship.
He said: “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 an ongoing partnership.”
The two-minute film for “I Take You, Until Forever” will launch in early July and continue to run on-air and online through the holiday season. The film will be shortened for TV and digital, and there will be print assets as well, all of which will be available to Forevermark retailers.
The accompanying collection of bridal jewelry, the “Forevermark Engagement & Commitment Collection,” has center stones ranging from 0.30 to 1 carat, and retail prices start at $2,400 and go up to $15,000. For some styles, larger center stones will be available upon request.
It is the first collection fully produced by (in partnership with jewelry manufacturers) and branded as Forevermark, with the company’s logo stamped on the inside of each band.
