The relationship between De Beers and Signet Jewelers to a new level after the Forevermark announced that it adapts to the concept developed by Signet ring with two stones "Together Forever» (Ever Us) for its advertising campaign for the holiday season 2016.
"We see an opportunity to promote jewelry with two stones in the same way as in the past it was a ring with three stones - told Rapaport News at the jewelery show JCK Las Vegas Forevermark US President Charlz Stenli (Charles Stanley). - We will launch a campaign separately from Signet and expect that thanks to the two programs really get the concept of recognition. "
The Signet's, which has launched a campaign "Together Forever" for the holiday season of 2015, noted that this jewelry line contributed to sales growth in the fourth quarter and later, in the first three months of 2016. Signet campaign last year included the collection of the Forevermark, which were able to offer our clients independent shops involved in the implementation of the Forevermark diamond jewelry.
This year Forevermark launch its own advertising under the slogan "Together Forever" on national TV, in electronic and print media, presenting its own line of jewelry with two stones, including rings, pendants and earrings. The company will continue to develop the theme of last year's "Number One» (The One) with the slogan "Diamonds - forever." She also re-launch the campaign "Carpe Diem» (Seize the Day), calling for men this Christmas to buy diamonds from one of the seven lines Forevermark products.
As explained by Stanley, Forevermark marketing will focus on two segments of consumers - wealthy brides and grooms aged 25 to 44 years old with an income per household of more than 150 000 dollars a year. The second group - this is provided by women from 25 to 64 years with an annual income per household of more than 200 000 dollars.
Forevermark unveiled its marketing program for 2016 at the JCK Las Vegas show, along with new product lines. It was a collection of Forevermark Black Label Collection, which Stanley described as a premium brand range with the "best of the best" diamonds.
Forevermark has also expanded the range of stones, which can be applied to the name of the brand, and now it starts from 0.10 carats. Previously, the lower limit was 0.14 carats. Also Forevermark Petit segment for stones category "chalk" was presented at the same time, the public was presented the idea of 'card Forevermark »(Forevermark dossier) for diamonds weighing up to 0.49 carats. The company is reviewing its fee structure for small diamonds, she explained Stanley.
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