Articles and News
Brand News From Roberto Coin, Forevermark, Todd Reed; More April 11, 2018 (0 comments)
Roberto Coin Ad Campaign Taps Arizona Muse Again
New York, NY—Italian jewelry designer Roberto Coin is launching his new 2018/2019 campaign, and Arizona Muse is once again the brand’s face and spokesmodel. Roberto Coin has chosen her, as he did for the last campaign, for the grace with which she interprets contemporary concepts of style and elegance. As it was in the previous ad campaign, nature again will be the setting for the new campaign, interpreted this time in a more evocative key using reflections of light and shadow.
Photographer David Sims has created a distinctly Mediterranean atmosphere with the warm light of sunset. The essentialness of the images and of Arizona’s look leaves ample space for the jewelry to shine, emphasizing how the brand’s concepts and style never lack diversity.
The nine shots chosen for the campaign include pieces from Coin’s Princess, Venetian Princess and Princess Flower collections, along with Classique Parisienne, Roman Barocco, Sauvage Privé, and Pois Moi.
Forevermark Forum Looks To Future
Orlando, FL—The seventh annual Forevermark Forum, held March 26-28 at the JW Marriott Hotel in Orlando, drew together approximately 450 Forevermark retail jeweler, manufacturer and diamantaire partners to look towards the future of the Forevermark brand and the diamond industry at large, with the conference theme being “Forevermark: The Next Chapter.”
“Over the past seven years, we have built a strong foundation rooted in Forevermark’s commitment to beauty, rarity, and responsible sourcing and our diamond expertise as part of De Beers. Building on the success of the Forevermark Tribute campaign launched late last year, we will continue to focus on insight-driven, emotionally charged product and marketing concepts and further emphasize the role of women through all stages of the diamond journey. We have a very clear vision for our next chapter, and together with our partners, we will ensure that we will continue to deliver a best-in-class product coupled with an authentic, rich brand story to our consumers,” said Charles Stanley, president of Forevermark US, during his welcome address.
The Forum kicked off with a Tribute 5K run/walk where Forevermark employees and partners participated in honor of the most influential women in their lives and raised funds in support of Jewelers for Children. The run was organized by Forevermark’s newly formed Forevermark for Women, an internal initiative aimed at promoting and encouraging women and men to become involved in activities that develop their business and skills both within and outside the workplace. The run also was part of a series of fundraising activities held throughout the event that raised a total of $75,000 in support of Jeweler’s for Children.
The focus on women permeated throughout the Forum with a seminar delivered by Megan Van Someren and Lucy Moody of JWT’s Female Tribes Consulting offering insights into contemporary femininity and what motivates women today and exploring the implications of what this means for the retail jewelry space.
Rohit Bhargava, best-selling author and founder of the Non-Obvious Company delivered the keynote address and shared valuable insights on the importance of storytelling in reaching today’s consumer. Other guest speakers included Sarah Quinlan, senior vice president of market insights for Mastercard, who addressed the changing dynamics of consumer spending at retail, as well as Chris Biggs from The Boston Consulting Group, who shared insights into the evolution of the digital retail landscape and the future of omnichannel.
Charles Stanley, Forevermark US president, left, with Rohit Bhargava, speaker and founder of the Non-Obvious Company
In a session on responsible sourcing led by Mpumi Zikalala, deputy CEO of De Beers Consolidated Mines, and Albert Milton, general manager of the company's Jwaneng mine in Botswana, attendees learned first-hand about how the practices of De Beers and Forevermark are positively impacting the economies, environments and communities of Botswana and the entire region of Southern Africa.
Forevermark also celebrated its 2017 Carat Club winners with a private dinner. The 2017 Carat Club achievers, a group of 20 top salespeople who sold 35 carats or more of one-carat plus Forevermark diamonds in 2017, also received an exclusive trip to Los Angeles last month to visit the Forevermark Diamond house leading up to the 2018 Academy Award,s and attended a star-studded Oscars viewing party.
The 2018 Carat Club incentive was also announced at the Forum and will run throughout the rest of the year. Sales associates must sell a minimum of 45 one-carat plus Forevermark diamonds to qualify, and the top 10 sales associates will be invited on a trip to Botswana in 2019 to tour one of the De Beers diamond mines, visit the De Beers sorting facilities, and observe the ways Forevermark diamonds benefit their producing communities.
From left: Charles Stanley; Jeffrey Skaret, Forevermark VP of partner development; Brent Meade, Gruno’s Diamonds president; Albert Milton, general manager of Jwaneng Mine; Mpumi Zikalala, deputy CEO of De Beers Consolidated Mines; David Prager, De Beers Group EVP of corporate affairs; Stephen Lussier, Forevermark CEO and De Beers Group EVP of marketing.
Related: Forevermark Holiday Advertising is Tribute to Uniqueness of a Woman
Todd Reed Launches “Forged As One” Anniversary Celebration And Social Media Campaign
Boulder, CO—To celebrate his 25th year, designer Todd Reed has launched Forged As One: Raw, Elegant & In Focus, a special tribute to the relationship between Reed and his studio of artisan makers, and an integral expression of the company’s DNA. The campaign kicked off Monday and will feature two weeks of daily social media posts with the hashtag #ForgedasOne.
Forged as One communicates the relationship between Reed and his studio of artisans. Every piece is stamped with a maker’s mark created for each artisan that, together with the Todd Reed hallmark, and the metal purity marks, the collection of stamps (i.e. the “lockup”) illustrates Forged as One. It is a statement of provenance that acknowledges both Todd Reed as the designer and the artisan who brought the piece to life. It is also a promise that every piece is unique and handmade.
More than a year after its initial inception, Forged as One has taken root both publicly and within the Todd Reed retail network. Todd Reed wholesale manager John Blythe says, “Our retailers love Forged as One for the story it brings to our jewelry. It has become another benefit that communicates the value of each piece beyond the material. People truly appreciate that their pieces are handmade, and they enjoy sharing in the overall experience and ethos of the brand. Forged as One is the perfect way to communicate the handmade heritage and identity that is at the core of Todd Reed.”
For 2018, Todd Reed explores Forged as One with a raw and edgy vision, brought to life with tightly composed high-contrast black and white stills. Intern Sara Cunningham worked closely with marketing manager Robert Diamante to create a series of images that opens a unique window into the Todd Reed studio, revealing a realm full of texture and form. “Sara has a tremendous sense of composition--her images illustrate the raw beauty of the metalsmith’s bench captured within elegant, well-seen compositions,” says Diamante.
Each artisan is photographed at their bench in the process of making (here, “Mathieu”). The focus is on their hands, effectively amplifying the core value of handmade at Todd Reed. The Forged as One maker’s mark associated with each artisan is transposed over the image. A companion image accompanies each artisan portrait: it shows a piece of jewelry or object made by that individual artisan. The dramatic, highly textured images convey a sense of discovery inside the Todd Reed studio. Each tightly composed black and white “found still life” frames the raw talent behind each piece and brings the viewer deeper into the story of Forged as One : Raw, Elegant & In Focus.
The social media campaign rolled out on the Todd Reed Instagram feed (@toddreedjewelry ) as well as on Facebook (@toddreedjewelry ) and Pinterest (Todd Reed Jewelry ) on Monday; daily posts will continue for two weeks.
De Beers Diamond Jewellers Opens Three New Retail Stores
London, UK—Three new De Beers Diamond Jewellers retail shops have opened this month: one, the brand’s first outpost in Saudi Arabia at the Centria Mall in Riyadh, and two in Moscow, one a flagship on Petrovka Street and an intimate boutique in Vremena Goda Mall. The Saudi Arabia store was opened with partner Saudi Jawahir Trading Company and the Russian stores were opened with partner Diamond Jewellery Group LLC.
