I am not the first to notice this, but some of the language touting Jared’s new diamond brand, Chosen By Jared, seems similar to that used by the Forevermark. 

Even its name—Chosen By Jared—evokes the pitch for De Beers’ diamond brand, which is built around the diamond’s selection. As with the Forevermark, the new brand links the selection of the Jared diamond to the way a lover selects a partner. (“Choosing [a] diamond…is a promise, a deep devotion, a celebration of finding the one.”) 

The language of the two brands also seems close at times: It talks about a “remarkable journey” (Forevermark’s latest commercial is built around the slogan: “It’s a Long Journey to Become the One”), “the one” (ditto), and a “promise” (the buzzword behind a prior Forevermark campaign). 

According to Signet CEO Mark Light, the new brand will document each diamond’s rough-to-polished  journey, which seemingly goes beyond the Forevermark’s current offer (although it’s talked about that with its Exceptional Diamonds program).

Jared has sold the Forevermark, and Signet and Forevermark have collaborated in the past, but Signet spokesperson David Bouffard says there is no connection between the two brands.