Forevermark Launches Bridal Initiative

RAPAPORT... Forevermark is debuting a new campaign for the bridalmarket, De Beers' first in this category in almost 20 years. The new initiative will address consumers' changingattitudes toward love, marriage and engagement, Forevermark US presidentCharles Stanley said Friday. The campaign will launch together with thecompany's new bridal line, the Forevermark Engagement and Commitment Collection.It was introduced at the eighth annual Forevermark Forum, which took place inCalifornia from March 25 to 27. "The idea of forever is changing for our consumers," Stanleynoted. "Today, every choice, action and milestone a couple makes, individuallyand together, is about building their forever. This is the same forForevermark. It is what we do now and into the future - both the small and boldthings - thatwill define our success." The company can lead change within the market toreinvigorate interest in the bridal category, Stanley added. The forum also addressed responsible sourcing and thebrand's commitment to supporting the advancement of women throughout De Beers, which owns Forevermark. Guest speakers at the event included Ryan Estis, formerly ofMcCann Worldgroup, who spoke about how technology and social connectedness areinfluencing consumers' thinking. Sarah Willersdorf, managing director of Boston Consulting Group, shared trends and insights into consumerspending, as well as global and US diamond-jewelry trends. Image: A talk at the Forevermark Forum. (Forevermark)