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Forevermark US Sales Increased in 2018

De Beers brand notes 8% growth for the year.
Jan 13, 2019 8:34 AM   By Rapaport News
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RAPAPORT...
 Sales of Forevermark jewelry rose 8% year on year in the US in 2018, according to the brand’s owner, De Beers.

That growth is nearly double the 4.4% increase for the jewelry industry as a whole, De Beers CEO Bruce Cleaver noted in a speech to stockists in New York earlier this month.

Forevermark also reported a successful marketing campaign for its Tribute collection, which, it said, reached 80% of the affluent consumers it was targeting. As a result, more than 50% of jewelers that carry Forevermark reported that consumers came into their stores during the holiday season asking for the brand, Cleaver said.

The company plans to adjust its marketing, as consumers are becoming more pragmatic in their approach to marriage, with fewer people buying into the idea of “forever” as a romantic notion, Cleaver observed. Forevermark will introduce a new bridal collection and accompanying campaign in the US in the middle of the year to reflect that change. It will provide more details on the project at the Centurion Jewelry Show later this month, the executive added.

Correction, January 15, 2019: Forevermark’s 8% sales growth in 2018 was for the US only, and not as implied by an earlier version of this article. In addition, Bruce Cleaver is CEO of De Beers, not of Forevermark.

Image: A Forevermark diamond engagement ring. (Forevermark)
Tags: Bruce Cleaver, centurion, De Beers, Forevermark, Rapaport News
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