Articles and News
Forevermark Launches “The Promise,” A Branded Ballet; Discusses Fall TV Plans | July 31, 2013 (0 comments)
New York, NY—Forevermark on Tuesday presented the world premiere of a pas-de-deux ballet, “The Promise,” choreographed by Liam Scarlett. The event, which brought together luminaries from both the jewelry and ballet worlds, was held at the National Arts Club in New York City.
The talented former dancer, who was last year appointed the first-ever Artist in Residence at the world-renowned Royal Ballet in London, is collaborating with the brand to create an original piece of choreography. The bespoke piece, which is based on a specially commissioned narrative, has been inspired by the brand’s unique symbol of authenticity: a ‘Promise,’ because Forevermark diamonds are inscribed with a promise that each stone is not only beautiful and rare but also has been responsibly sourced.
Featuring two of the Royal Ballet’s principal dancers, Laura Morera and Bennet Gartside, Scarlett’s pas de deux explored the theme of enduring and unbreakable promises. The result is a sensual and dramatic narrative, which is given flight through the movement of dance.
Set to a classical piece of music composed by award-winning composer-musician Paul Gladstone Reid, and performed by the Janáček Philharmonic Orchestra, the dance is broken down into four acts, all of which bring to life the journey of two people, and their promise to one another.
The two dancers in an act from the ballet.
“I’m really excited to be working with Forevermark to create this completely original piece of choreography. Exploring the story of a ‘promise’ between two people that lasts forever, has allowed me to work with the dancers to inject an incredible amount of intimacy, warmth and passion into the piece. I’ve really been able to push them to their limits. It’s been incredibly rewarding to bring this to life and put my own take on it, I cannot wait to reveal this new work,” said Scarlett before the premiere.
Choreographer Liam Scarlett, left, and composer Paul Gladstone Reid, right.
"We are humbled to work with and stand behind such exceptional talent, from the jewelry space to now our first foray into the dance world, with choreographer Liam Scarlett. Benefitting from 125 years of diamond expertise, Forevermark celebrates this responsibility as a leader in the industry by supporting and commissioning experts, such as Liam, who are experts in their own fields,” remarked Forevermark US president Charles Stanley.
Forevermark is pleased to support New York City Ballet’s New Combinations Fund, whose members have provided annual support for the creation and presentation of new choreography, including choreographers’ fees, costumes, lighting, set design and commissions of new music since 1992.
The evening also included a presentation of the Forevermark Exceptional Diamond Collection, a selection of pieces with diamonds weighing from five to 20 carats or greater. Diamonds in the collection were were manufactured by master diamond cutters from NY-based Julius Klein Group.
Prior to the actual performance, guests viewed a special video of the making of the dance with interviews with both Scarlett and Gladstone. The video won’t be part of Forevermark’s fall advertising campaign, which will again focus on its “Center Of My Universe” story.
“It’s strictly to help enhance our brand and tell the story,” said Forevermark US president Charles Stanley. Following the premiere, he and CEO Stephen Lussier chatted with The Centurion about fall advertising plans.
Forevermark returns to television for Q4 2013, with a substantial campaign on both network and cable channels. Last year’s holiday campaign ran on both, but a spring run—focusing on bridal—was exclusively cable. For fall, Stanley says the proportion of network to cable hasn’t been decided yet, but it will emphasize more network than cable.
“Cable is a more upmarket audience, and theoretically who we are targeting since this is an aspirational product. It made sense for us to focus bridal on cable. It’s a smaller but more relevant audience.” But for holiday, he said, the goal is more widespread exposure.
“Of course, it also depends on what kind of time we can buy,” he added.
Both Stanley and Lussier acknowledged the brand’s original misstep in not including a TV campaign in its advertising. While perhaps less critical in some of Forevermark’s other markets, TV is necessary in the United States, and its retail partners made sure that message was loud and clear. Americans, says Lussier, respond better to TV than any other media when it comes to selling emotion.
“I think it’s very hard to convey emotion without sound and movement,” he said. “That more than anything is what strikes the chord with viewers. The TV commercials will have two components: one, the national campaign, and two, spots where jewelers can tag in their local markets.
Print and digital will of course be part of the campaign. “Print is good for prestige and presence,” said Lussier. Being in upscale fashion and lifestyle publications helps to cement the brand image, he said.