June 04, 17
(IDEX On-line) – Forevermark revealed its new product idea in addition to plans for the 2017 vacation advertising and marketing marketing campaign at its annual breakfast held at JCK LUXURY.
The idea “celebrates the person qualities and accomplishments of a lady, and the This autumn advertising and marketing marketing campaign will drive prospects in retailer with emotional, call-to-action promoting.”
De Beers Group CEO Bruce Cleaver supplied insights into the event of the brand new product idea. “Simply as every diamond tells its personal story, every of us has our personal story to inform. And nowhere are these tales altering quicker than among the many girls who purchase, put on and gather diamonds. We’re seeing clear traits emerge across the shifting position and expectations of ladies, of how they see themselves and the way they see diamonds as a car, more and more, of self-expression. These shifts have implications for the way we create that means for diamonds and current us with thrilling alternatives,” stated Cleaver.
The brand new idea might be translated into designs together with earrings, a necklace and rings, and the marketing campaign will launch in October.
Forevermark and the De Beers Group performed intensive analysis and evaluation of the diamond market within the improvement of the brand new product thought. The 2016 De Beers diamond acquisition examine of diamond jewellery acquired or purchased by girls 18-74 years outdated revealed two traits. First, there was a big enhance in self buy, which falls throughout each single and married girls, with an virtually 50 % enhance up to now 10 years. Second, a good portion of diamonds proceed to be bought for love gifting events between married . Collectively, these two teams make up almost 60 % of the entire market, and the brand new Forevermark product idea resonates with each, the agency stated in a press release.
Charles Stanley, President of Forevermark US, defined: “The brand new Forevermark product idea celebrates a lady for her internal character and qualities, so it will possibly inspire a present not solely between , but in addition between generations, sisters, pals, and past. This celebration of her femininity and private expression make it equally related for self-purchase.”
The advertising and marketing marketing campaign that includes the brand new idea will launch in October and run via Christmas on nationwide tv, print, digital, social media, search and CRM. Partnership promoting supplies in addition to in-store assist might be out there for Forevermark Jewelers.
Along with the brand new product idea, Cleaver additionally introduced the launch of The Forevermark Lorato Assortment, an unique line of bracelets benefiting charitable group Tusk, which can elevate consciousness of the important risk going through the black and white rhino inhabitants in sub-Saharan Africa.
Forevermark will donate a share from each sale of the Forevermark Lorato Assortment to Tusk in assist of their safety and conservation applications for this majestic however endangered species.
Forevermark stated the partnership with Tusk “highlights its ongoing dedication to the accountable sourcing of its diamonds and assist for the De Beers Group’s mining communities. Within the language of Setswana, the native language of Botswana and South Africa, Lorato means “love”, and is an encapsulation of Forevermark’s and De Beers’ dedication to defending the pure world. The bracelet, out there in ten coloration combos, incorporates a 10pt Forevermark inscribed diamond with a rhino attraction and Forevermark icon on both a gold chain bracelet or coloured cloth wire. The Lorato Assortment will launch on World Rhino Day on September 22 and might be out there via taking part Forevermark Approved Jewelers.
Pictured above: a bracelet from the Lovato assortment that includes a rhino.