Forevermark Launches 2016 Holiday Campaigns
Stamford, CT—Forevermark this week launched its holiday marketing strategy, focused on the power of three campaigns working in tandem to drive demand to a wider audience of diamond consumers. The three campaigns, ‘Ever Us’ two stone, ‘Black Label,’ and ‘Seize the Day’ will target emotion-driven buyers, luxury buyers and reinforce diamond gifting.
The emotion-driven ‘Ever Us’ two stone program, launched with Signet last year, includes a new TV commercial featuring both the signature ‘Ever Us’ bypass ring and an expansion of the ‘Ever Us’ two stone product offering, including hoop earrings and a pendant.
“After launching the ‘Ever Us’ two stone category with Signet last year, we decided to bring the concept to life through our own television commercial that would create an emotional connection with the Forevermark customer,” said Charles Stanley, president of Forevermark US. “The commercial focuses on two individuals, each with their own unique aspirations and goals, coming together to form a powerful bond rooted in friendship and love.”
The commercial, shot on location in New York City and directed by Anders Hallberg, debuted nationally on November 7, with 15- and 30-second spots on prime network stations including ABC, CBS, and NBC, as well as on numerous cable networks such as ESPN, NFL Network, and History. Primetime and cable programs include Dancing with the Stars, Modern Family, The Big Bang Theory, The Voice, Sportscenter and NFL Game Day Live.
An ‘Ever Us’ two stone print campaign featuring both lifestyle and product creative will run throughout Q4 in publications targeting affluent consumers such as Elite Traveler, InStyle, Travel + Leisure, and W Magazine. Digitally, ‘Ever Us’ will run on paid search, paid social media, targeted networks, mobile and premium websites such as AFAR, StyleCaster, The Atlantic and The Washington Post.
‘Black Label’ holiday advertising will include print creative in publications such as Brides, Grace Ormonde Wedding, and Modern Luxury Brides. Digital advertising for the Black Label Collection includes banner ads and custom content on premium websites including Harper’s Bazaar, The Knot, and various social media platforms. The Forevermark Black Label Collection, now available in select Forevermark jewelers across the country, includes four diamond shapes, round, cushion, square, and oval, cut for supreme symmetry and light performance. A heart shaped diamond will be added to the Black Label Collection in 2017, along with an evolved creative concept.
Rounding out the three-tiered holiday advertising strategy is the next generation of Forevermark’s ‘Seize the Day’ campaign, similar to De Beers’ past campaign of the same name. Both past and present campaigns speak directly to men leading up to the holiday. Like the 2015 campaign, the 2016 ads will feature bold, catchy, emotional copy lines, each tied to a specific product. Each ad will drive consumers to Forevermark.com and, ultimately, a Forevermark jeweler. ‘Seize the Day’ advertising will launch on November 17 with digital ads on male-targeted websites such as Amazon, ESPN, Bloomberg, and Esquire, as well as paid search and social media. The campaign will also run out of home units in transit and shopping destinations in 24 markets across the country, such as Westlake Station domination in Seattle, Skyway Pillar domination in Minneapolis, Boston South Station, Stamford Station domination in CT; NJ Transit, LIRR and Metro North in the New York metro area, Lenox Station domination in Atlanta, Fashion Show Mall domination on the Las Vegas strip, and Jefferson Station domination in Philadelphia.
Partnership versions of creative for the ‘Ever Us,’ ‘Black Label,’ and ‘Seize the Day’ campaigns will be available to all Foreveramark jewelers.
Stuller Family Foundation Donates $150K To Flood Relief
Lafayette, LA—The Stuller Family Foundation, a charity established by Matt Stuller, chairman and CEO of Stuller Inc., recently donated $150,000 to the Community Foundation of Acadiana, to benefit first responders and flood relief efforts in the region around Lafayette, which was hit hard by flooding in August.
Stuller established the Keep Acadiana Safe Fund at CFA, granting $100,000 to assist first responders like police and fire departments.
"It's about giving them the equipment that they need in order to be able to do their jobs and to keep our citizens safe within the communities that we live in," said Stuller in an interview with KATC Channel 3, the local ABC television affiliate.
The Stuller Family Foundation also gave an additional $50,000 to CFA’s Adadiana Disaster Response Fund to benefit flood victims.
Left to right: Broussard Police Department Chief Brannon Decou; Lafayette Parish Sheriff Mark Garber; Stuller Family Foundation board member Will Mills; Community Foundation of Acadiana President & CEO Raymond J. Hébert; Matt Stuller
"Many residents were victims during the flood event, and our donation will go toward helping these individuals and families continue with rebuilding and recovery," Stuller told KATC. "This second phase of recovery will be long-term, and The Stuller Family Foundation is simply doing its part to give the materials and equipment required to help our friends and neighbors return to their homes."
Some of Stuller’s own employees suffered severe damage to their homes during the flooding.
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Separately, Stuller announced its second annual Battle Of The Benches competition, to take place during its Bench Jeweler Workshop next March at its headquarters.
This year, three exceptional bench jewelers will be selected to compete against defending champion David Adamson of David Adamson Designer Jewelry. Travel expenses (up to $500), complimentary event registration, and lodging during the event will be provided for all contestants.
“It’s a real-time design contest that will be held during our Workshop. The contestants will compete in three different challenges - design, parts and pieces, and prep and polish,” says Kidder. “Last year workshop attendees filled the showroom floor to watch the live competition. It was a huge hit and a lot of fun.”
The two and a half-day workshop will also play host to a number of hands-on demonstrations and educational seminars including, but not limited to:
“This is the premier event for bench jewelers,” says Tammy Kidder, vice president of merchandising. “This year we will have over a dozen in-depth classes, new product demonstrations, and of course our 2nd annual Battle of the Benches competition.”
Designer Naomi Sarna Featured On Bloomberg And Fox Business
New York, NY—Designer and gem sculptor Naomi Sarna was featured on Worldwide Business with Kathy Ireland on Sunday, November 6 on Fox Business Network and Bloomberg International. The discussion covers the luxury goods market, Sarna’s jewelry and gemstone designs, and how she is inspired to give back at the source of her work.
Sarna has won 27 international awards for her work, which is featured in the Smithsonian Institute’s Permanent American Gems Collection.
Sarna also is focused on giving back through beneficiation at the source of her gems. She went to Tanzania to pick a crystal for an international competition, which became her L’Heure Bleu, the world’s largest top-color tanzanite carving. It was the first of several visits she made to Tanzania to teach the Maasai women to make jewelry that could raise them out of poverty. While there, she noticed a number of women with cataracts and other vision problems, and were unable to perform basic tasks as a result. Because of poverty, isolation, and disease, many Maasai are deprived of basic eye care. Sarna saw the paradox of creating and selling high jewelry while the people from whose hands these raw materials came lived with poverty and blindness, and as such the sale of the $500,000 award-winning tanzanite carving L’Heure Bleu will benefit the eye-care of the Maasai women who live and work at the source of this jewel.
French Brand Les Georgettes Bows In United States
New York, NY—French jewelry brand Les Georgettes, which specializes in a patented customizable bracelet concept, has launched its first collection in the United States.
Clients may choose among a wide array of metalwork bracelet styles, and further personalize by collecting multi-color, reversible, and interchangeable leather bands. The collection was created using the savoir-faire of two premier French companies Altesse (jewelry) and Texier (leather goods), both part of the Renaissance Luxury Group. The brand name honors the memory of Georges Legros, one of the founders of Altesse.
The customizable bracelet concept yields more than 20,000 styling possibilities with a patented design 100% made in France. There are 17 bracelet styles with seven metal finishes, including gold, matte gold, rose gold, matte rose gold, silver, matte silver and ruthenium. The bracelets are priced to be affordable, starting at $79 dollars for the small size, $99 dollars for the medium, and $119 dollars for the large. Clients express creativity, personality, and style by mixing and matching bracelets with reversible leather straps, encouraging multiple repurchases in the quest for new colors and styles.
In less than one year, more than 500,000 cuffs were sold worldwide. Currently, there are 1,300 points of sales worldwide. Successful launches to date include France, Belgium, Netherlands, UK, Germany, Italy, Spain, Austria, Switzerland, Portugal, Australia, Indonesia, South Korea, Canada and the United States.