The people at the Forevermark have given JCK a sneak peak of the print
advertising they will be unleashing later this year:
The ads, you will notice, cleverly link the Forevermark
promise (that your diamond is of high-quality, non-conflict, all-natural, etc.)
with the promise a man makes to a woman. (“Our promise that this diamond is as precious as the bond it signifies.”)
In an interview this morning, Forevermark U.S. president
Charles Stanley told me the following:
– The Forevermark will officially launch in the U.S. this
– It hopes to be in 300 to 350 “doors” nationwide.
– It will never be sold in the De Beers retail chain, as
they both have “different positions.”
– The brand is meant to be sold with a 10 percent premium
over other stones.
– Since there has been confusion over this, Forevermark
diamonds include both De Beers- and non–De Beers-mined diamonds. To fortify its
non-conflict promise, the Forevermark doesn’t just rely on the Kimberley
Process, but uses a “proprietary” tracking system to insure all its diamonds
don’t originate from a war zone.
And, since this is asked a lot, trade inquiries can be
directed to Kevin.Lane@forevermark.com.
The brand also has a suite at the Vegas show.