Articles and News
BRAND AND INDUSTRY NEWS: FOREVERMARK WILL DO COMMERCIALS; DESIGNER GETS 200 MILLION VIEWERS, MORE September 12, 2012 (0 comments)
Forevermark Returns to Prime Time TV For Fall
New York, NY—After a noticeable absence from the airwaves, De Beers returns to television this fall with a new holiday diamond jewelry advertising campaign. While this campaign will be focused on its own Forevermark branded diamonds—specifically, its “Center of My Universe” halo setting—rather than a generic push for diamonds, its presence will both reinforce the diamond category and assuage Forevermark jewelers who were upset that the brand did not have a commercial last year.
In this article in National Jeweler, the brand said the new commercial—being shot this weekend—will air nationwide on broadcast and cable channels during prime time hours (8-11 p.m.), though the specific times are subject to availability.
In August, Forevermark announced plans for a fall commercial after its retail partners complained about the lack of one last year. The original schedule focused on movie theaters, online, in-store, and as a co-op with Forevermark retailers in their local markets, but did not initially include national prime-time airing. According to a company statement, the new plans include prime-time airings from mid-November through Christmas, as well as full-episode players and top network websites. It also will have a print presence in national newspapers and magazines, digital presence through other online advertising outlets and social media, in-store support materials, and a public relations effort.
New Centurion Exhibitor Garners Nationwide Media Coverage
Cleveland, OH—When designer Heather Moore learned she was one of only nine new designer companies selected as a Centurion exhibitor for the 2013 show in Scottsdale, she sent a press release to media outlets across the country—and even internationally—to announce the news and build publicity for her personalized jewelry line in markets where she has retail accounts. As a result of that one release, Moore received more than 200 million consumer impressions.
According to the company’s figures, Moore’s Centurion release was picked up by 177 media outlets—including TV, newspaper, and online—for a total of 186 clips, reaching a potential audience of 253,582,000. Most were TV and news outlets across the United States, but Yahoo! picked it up in Canada and Singapore, and a news website in India also picked it up for two clips.
Silver Promotion Service Taps Design Students For Branding Campaign
New York, NY—The Silver Promotion Service (SPS) is working on a special fall-quarter project with students and faculty at Savannah College of Art and Design. The student/faculty team will identify brand perception opportunities to contribute to the Silver Institute/Silver Promotion Service’s “Savor Silver” marketing communications program.
This sponsored, for credit project, entitled ‘The Business Case for Silver,’ will also give students an opportunity to learn about multiple aspects of the jewelry industry. John Calnon will act as SPS Project Director.
SPS director Michael Barlerin said, “It was an exciting moment to meet with the group of exceptionally bright students and the two very talented SCAD professors, one from business and the other from design management, who will teach the course. I am also obviously very gratified that my long time friend and former associate, John Calnon, has agreed to lend his talent in the capacity of project director. The industry knowledge and experience John provides will be an invaluable asset.”
Eli W. Hale, associate director of the SCAD Collaborative Learning Center, said, “We are pleased to be able to add the Silver Institute/Silver Promotion Service to SCAD’s list of recent project partners which includes organizations such as JC Penney, Swarovski, Benetton, Microsoft, and the Italian Trade Commission.
The SCAD CLC connects external partners with students in sponsored projects that require collaboration across disciplines that may not traditionally work together in an industry, to solve business and design challenges.
The Silver Promotion Service was launched in 2008 to enhance the image of, and stimulate demand for, silver jewelry. For more information on the SPS please visit www.savorsilver.com.
Actresses Henson and Baccarin to Model in AGTA Photo Shoot
Dallas, TX—The American Gem Trade Association (AGTA) announced that Oscar nominee Taraji Henson has agreed to participate in the annual AGTA Spectrum Awards photo shoot, featuring the winning jewelry designs from the annual competition. Henson currently stars in CBS’ Person of Interest and was nominated for an Academy Award for her role in The Curious Case of Benjamin Button, alongside Brad Pitt. She joins actress Morena Baccarin of HBO’s Homeland as the two celebrities involved in this year’s photo shoot.
Taraji Henson, left, and Morena Baccarin, right.
Douglas Hucker, AGTA CEO, says the photo shoot featuring famous actresses should be an additional inspiration for designers to enter the competition.
DTC Sight Reduces Rough Prices; Continues Deferment
London, UK--The Diamond Trading Company's August sight totaled about $535 million, according to this article in GIA's G&G e-Brief. That figure, while $200 million higher than the July sight, also represented price reductions ranging from 3% for lower-end goods used in mass-market jewelry to 15% for better quality goods that will cut to 0.50 ct. or more. DTC also allowed clients to defer 50% of purchases till next year, but this time with the price deductions. In announcing the markdows, DTC emphasized there will be no further reductions. Read the entire article here.
NAJA Offers Conference Scholarship For Gemology Students
Rego Park, NY—The National Association of Jewelry Appraisers (NAJA) will award an ACE It Appraisal Conference scholarship to a deserving gemology student. NAJA invites GIA, FGA, FGAA, FGG, FCGmA, and RGA students to apply for this scholarship for the 39th Annual ACE It Winter Educational Conference scheduled on February 3-4, 2013 in Tucson, AZ.
The winner will have the opportunity to attend the conference free of charge, gaining first-hand experience networking with appraisal professionals. The scholarship, which covers the conference fee only, requires a resume, photo, and an essay explaining the reason why the student would choose to become a gem and jewelry appraiser.
Deadline for application is November 1, 2012; final selection by the NAJA Scholarship Advisory Board will be announced December 1. Click here for information.