Forevermark Launches Bridal Initiative

RAPAPORT… Forevermark is debuting a new campaign for the bridal
market, De Beers’ first in this category in almost 20 years.



The new initiative will address consumers’ changing
attitudes toward love, marriage and engagement, Forevermark US president
Charles Stanley said Friday. The campaign will launch together with the
company’s new bridal line, the Forevermark Engagement and Commitment Collection.
It was introduced at the eighth annual Forevermark Forum, which took place in
California from March 25 to 27.


“The idea of forever is changing for our consumers,” Stanley
noted. “Today, every choice, action and milestone a couple makes, individually
and together, is about building their forever. This is the same for
Forevermark. It is what we do now and into the future — both the small and bold
things — that
will define our success.”


The company can lead change within the market to
reinvigorate interest in the bridal category, Stanley added.



The forum also addressed responsible sourcing and the
brand’s commitment to supporting the advancement of women throughout De Beers, which owns Forevermark.


Guest speakers at the event included Ryan Estis, formerly of
McCann Worldgroup, who spoke about how technology and social connectedness are
influencing consumers’ thinking. Sarah Willersdorf, managing director of Boston Consulting Group, shared trends and insights into consumer
spending, as well as global and US diamond-jewelry trends.


Image: A talk at the Forevermark Forum. (Forevermark)