Forevermark US Sales Increased in 2018

RAPAPORT... Sales of Forevermark jewelry rose 8% year on year in the US in 2018, accordingto the brand's owner, De Beers.That growth is nearly double the 4.4% increase for thejewelry industry as a whole, De Beers CEO Bruce Cleaver noted in a speech to stockistsin New York earlier this month. Forevermark also reported a successful marketing campaignfor its Tribute collection, which, it said, reached 80% of the affluent consumersit was targeting. As a result, more than 50% of jewelers that carry Forevermarkreported that consumers came into their stores during the holiday season askingfor the brand, Cleaver said. The company plans to adjust its marketing, as consumers arebecoming more pragmatic in their approach to marriage, with fewer people buyinginto the idea of "forever" as a romantic notion, Cleaver observed. Forevermarkwill introduce a new bridal collection and accompanying campaign in the US inthe middle of the year to reflect that change. It will provide more details on the project at theCenturion Jewelry Show later this month, the executive added.Correction, January 15, 2019: Forevermark's 8% sales growth in 2018 was for the US only, and not as implied by an earlier version of this article. In addition, Bruce Cleaver is CEO of De Beers, not of Forevermark.Image: A Forevermark diamond engagement ring. (Forevermark)