New York, NY—Forevermark this week launched its latest marketing campaign, ‘I Take You, Until Forever,’ to support the brand’s debut bridal collection, the Forevermark Engagement & Commitment Collection. The campaign--unveiled to partner retailers and industry press in Las Vegas last month--explores a more modern view of love and relationships and the beauty and reality of honest vows that a couple make to one another.
The two-minute film depicts scenes of everyday moments of love and commitment between six couples, three of which are real-life couples, not actors. The film was shot on location in Los Angeles by director Geej Ower, whose directing credits also include campaigns for Nike and McDonalds. Click here or on the image below to watch.
“As soon as I read the script I immediately loved it. For once, a brand was wanting to show marriage for what it really is: the ups and downs, the jokes, the arguments, the surprises, the small moments that go unnoticed. I always like making work that feels human and real, and that was exactly what this campaign was trying to do too,” said Ower of her experience creating the campaing. “It was a new direction for the company, so we all worked together closely throughout the process to ensure we were delivering the right message in the script and in every scene. We wanted it to be representative of all of Forevermark’s customers as well as appealing to a new audience.”
The campaign went live this week on Refinery 29, The Knot, The Plunge and Hulu through digital display and video as well as paid search and social. The national digital campaign will run through holiday and will also include sites such as Bustle, ESPN, HowTheyAsked, The New York Times, Urban Daddy, and more. Print ads will also appear in Allure, Brides, ELLE, InStyle, Marie Claire, Men’s Health, People, and US Weekly. All campaign assets are available to participating Forevermark jewelers.
Following extensive research on consumers' bridal design preferences and attitudes around the role a diamond plays, Forevermark US president Charles Stanley unveiled the campaign to Forevermark partners in Las Vegas. He explained, “Forever is no longer a fairy-tale ending and is instead created through the commitments that a couple makes to one another daily. Today, couples feel that ‘MY’ diamond means everything to them, and over time, it gains more meaning and is a constant reminder of their ongoing partnership. With the new collection, we offer our consumers a premium product with an emotional, intimate, and genuine campaign to raise your bridal business.”
Forevermark further celebrated the launch of its collection of diamond engagement ring styles and commitment bands at an intimate dinner in New York City in late June. The dinner was hosted by model, activist, and entrepreneur Ashley Graham, who spoke about her marriage to husband Justin Ervin, sharing the honest vows that have played a part in her and Justin’s unique journey to forever.
“I’m so thrilled to be here to support the launch of Forevermark’s Engagement and Commitment Collection. The honest vows ring so true to me, because honesty and communication have played such an important part in my marriage to Justin these past nine years. I’m happy when I look at my ring, and especially when I look at my diamond, but most importantly I love reminding myself that our honest vows are the key to our relationship,” she told the audience.
The Forevermark Engagement & Commitment Collection marks the first collection fully produced by the diamond brand. Included are 17 engagement ring styles with round, oval, and cushion shape center diamonds ranging from .30 carat to 1.00 carat (larger centers available upon request), in platinum or 18k yellow or rose gold. It also includes 11 classic wedding bands and commitment bands for men and women. Each ring is stamped with the Forevermark icon inside the band, and each Forevermark diamond is marked with the brand inscription promise of beautiful, rare, and responsibly sourced.