Articles and News
Brand News From Hearts On Fire, Forevermark, Rahaminov, Mimi So, Waltham, More October 07, 2015 (0 comments)
Hearts On Fire Ignites Global TV Campaign
Boston, MA—Hearts On Fire last week launched the video and television portion of its new Ignite Something brand platform that was launched in August. Ignite Something is designed to change the way all consumers—but especially Millennials—relate to diamond jewelry. The print portion of the campaign was already featured in the fall fashion issues of major fashion magazines, while the video campaign launched October 1 on the Hearts On Fire website and social media. HOF retailers will have access to use the commercial worldwide and in digital advertising in addition to what the brand does. 15- and 30-second edited versions that focus on bridal and diamond fashion will be available for television use, and the brand also plans to have some holiday-focused spots for the season.
Through the Ignite Something campaign, Hearts On Fire and its advertising agency, TBWA\Chiat\Day, want to redefine what owning a diamond means for the Millennial generation, consumers well-known for putting more emphasis on acquiring experiences than possessions. Naturally, the video features romantic love—including typical bridal-age couples, an older couple, and a lesbian couple—but also touches on the passion of an individual for doing something you love (a woman and her music) and a mother-and-child bond.
HOF is not the first global jewelry brand to include same-sex couples in its advertising. Tiffany included a gay couple in its “Will You?” video earlier this year. The vignettes featured in the video incorporate the sense of experience that Millennials crave—making the diamond part of the experience, not an either/or choice. Above, the couple is about to leap off the bluff into the water.
Watch the Hearts on Fire Ignite Something video here.
Rahaminov To Hold Raffle At Centurion South Beach Show
Los Angeles, CA—Visitors to the Rahaminov booth (503) at the Centurion South Beach Show next week can enter to win $250. Jewelers who visit the booth should drop their business card in the bowl to be entered in the drawing. Drop by booth 503 or call (800) 742-8864 to make an appointment. The Centurion South Beach Show is October 14-16 at the Ritz Carlton South Beach.
Forevermark Relaunch of 'A Diamond Is Forever' Bows Next Month
Stamford, CT—After more than a decade, consumers will once again be reminded that A Diamond Is Forever. Forevermark, which previously announced it would be reviving its famous “slogan of the century,” now has announced the new advertising featuring it will bow November 2.
Stephen Lussier, CEO of Forevermark, said, “Forevermark’s name is built on the [tag]line and we are proud to bring this incredible equity back. This campaign invigorates it with a new meaning: as an innovative brand, Forevermark entrusts its history to embrace its future.”
Titled “It’s A Long Journey To Become The One” in the U.S. market, the campaign embodies the pursuit of the best—tying in to the brand’s rigorous selection process for its diamonds. Developed by advertising agency J. Walter Thompson Italy, the campaign reveals the long journey of a Forevermark diamond.
J. Walter Thompson Italy chairman Enrico Dorizza explained the concept behind the campaign. “We wanted to reveal the story behind a Forevermark diamond: a long journey that started deep within the earth billions of years ago and continues through a meticulous selection process. We elaborated a metaphor playing on the parallel between mankind and diamonds, bringing the diamond journey to life through an epic, spectacular story. This campaign challenges classic diamond advertising - embodying diamonds through mankind. It is a tribute to the expertise and craftsmanship essential to reveal the beauty of a Forevermark diamond.”
The campaign will debut on television nationwide with 15, 30, and 60-second versions of the commercial. Directed by Rob Chiu, the commercial was filmed on location in Gran Canaria and Barcelona, Spain. It will be supported by an interactive digital campaign and through social media elements, using the hashtag #TheOne. Print ads will align with the campaign and feature classic diamond jewelry and the tagline, “A Diamond Is Forever.” The print creative will run in fourth-quarter print publications.
Click here or on the image above to watch a preview of the 60-second version.
Mimi So Goes To Washington
Washington, DC—Jewelry designer Mimi So was a guest at the White House State Luncheon on Friday, September 25. She met with both U.S. and world leaders, such as Vice President Joe Biden and Secretary of State John Kerry and others—more than a few of whom were already customers of hers. Here is her scrapbook of a most memorable day:
Waltham Watches Goes To Extreme Heights
New York, NY—Waltham has long taken inspiration for its watches from extraordinary men who refuse to succumb to history, and instead choose to make it. Over 100 years ago, polar explorers Robert Peary and Sir Ernest Shackleton pioneered expeditions to the North and South Poles wearing Waltham watches. Now, on Christmas Day 2015, as part of Waltham’s extreme testing program, British adventurers Hugh Taylor and Luke Blezard plan to wear Waltham watches as they stand on the summit of the tallest mountain in the Americas in temperatures typically around -35 degrees Celsius.
Having moved to South America a few years back, attracted by the vibrant culture and the rich natural beauty, Taylor and Blezard have since traveled to all corners of the continent, testing their personal limits and conquering summits such as Mt. Pisco and the avalanche-prone Huascarán. This time, their eyes turned to one of the “seven peaks”, Mt. Aconcagua, Argentina, at 6960 m.
With Waltham, the climbers said they “recognized a fellow free spirit, and a maker of high-performance machines that could make all the difference on our expeditions.” For Aconcagua, they will be wearing the watches on the outside of their clothing for quick access in a hostile environment. With temperatures as low as -80 degrees Celsius, every second counts, say the climbers. Waltham watches are among the very few watches in the world that have been live-tested in those temperatures, making them an ideal choice for mountaineers and polar explorers.
Waltham will be following the climbers’ progress with video and blog diaries, and posting live images on its social media outlets. To learn more about the “Dream Big, Rise Higher” project, which aims to raise over $20,000 for two South American charities who help underprivileged children realize their dreams, click here.
Stuller, Inc. and TDM Solutions Join Forces
Lafayette, LA—Stuller Inc. has acquired TDM Solutions, creators of RhinoGold and other CAD (computer aided design)-based software, located in Barcelona, Spain.
“Stuller’s acquisition of TDM demonstrates our continued acknowledgement of the role that CAD will play in the jewelry industry for years to come,” says Matthew Stuller, founder and CEO. “RhinoGold is an internationally recognized software solution that provides CAD tools to jewelers worldwide. And while we’re happy to add TDM’s outstanding products to our offering, we are even more excited to have Rafael del Molino, founder of TDM, join our leadership team,” he continued. “Rafael’s desire to create world-class products that enhance the jeweler’s ability to serve their customers fits perfectly with Stuller’s vision.”
“I am truly excited to have TDM join forces with Stuller and am impressed with their long term commitment to the global jewelry industry as a leader for 45 years,” says del Molino. “The combination of the two companies will strengthen our dealers’ ability to serve their customers in over 25 countries as we utilize Stuller’s business experience to grow and improve our products and services.”
TDM Solutions, combined with the 2009 acquisition of Gemvision Corporation, offers Stuller, Gemvision, and TDM customers a variety of solutions to meet their product, service, and design needs. Gemvision and TDM will simultaneously compete and collaborate as each evolves future offerings that will meet a variety of customer needs.
Learn more about TDM Solutions at www.tdmsolutions.com, or for more about Stuller visit www.stuller.com.
Lester Brand Taps Philippe Poix To Lead Expansion
Sydney, Australia—Philippe Poix has been named executive sales director for Lester Brand, a major Australian jewelry manufacturer based in Sydney. The Brand family is well known as diamond jewelry specialists for over 100 years. Originally from South Africa, the company has been based in Australia for the last 25 years. Lester Brand himself is a master goldsmith and designer, with manufacturing sites in both Thailand and China.
The signature of the company is its attention to detail, gem cutting, mastery of CAD, and one-of-a-kind designs. Poix will be developing the Lester Brand Collection in Australia and internationally. His contact information is p.poix@lesterbrand.com.au; (+612 8234 2400).
Tivon Jewels Launches New Website
Hertfordshire, UK—Tivon Jewels, an English-based luxury jewelry manufacturer, has launched its new website, www.tivonjewels.com. The newly revamped site is a total business tool, says the company, offering the following services:
- Staff training: Free gemstone knowledge and information is available here.
- Consumer education explains why it’s better to opt for high-grade gems. See the section here.
- Bespoke creations. See the company’s custom capabilities here.
- The new site is tablet and mobile optimized so it’s easy to use either with customers or on the go.
- Jewelers can refer both staff and consumers to a catalogue of Tivon’s latest creations and collections here.
