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Forevermark Launches Bridal Initiative

Campaign is De Beers’ first in the category in nearly 20 years.
Mar 31, 2019 9:42 AM   By Rapaport News
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 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)
Tags: Bridal, Charles Stanley, De Beers, Forevermark, Forevermark bridal campaign, Forevermark Engagement and Commitment Collection, Forevermark Forum, McCann Worldgroup, Rapaport News, Ryan Estis, Sarah Willersdorf, The Boston Consulting Group
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