Forevermark, the diamond brand from the De Beers group of companies, hosted its first annual Forevermark Partner Forum at the Boca Raton Resort and Beach Club this week. The Forum introduced significant new product and marketing initiatives and new collections, offered industry-leading expertise, provided access to global and U.S. Forevermark representatives, and supported the building of balanced Forevermark merchandise. It also offered a unique opportunity to share ideas and strengthen Forevermark partnerships.
Forum attendees gathered Monday night for a cocktail welcome reception, followed by two days of in-depth seminars that offered expert training in merchandising, digital marketing, public relations, grading and inscription, and supply. Forevermark diamantaires and manufacturers showcased their latest Forevermark collections and inventory in a supplier exhibition. The highlight of the Forum was a “White Dinner Party” on Tuesday evening, featuring a keynote address by Forevermark’s chief executive, Stephen Lussier.
“Over the past few days we have discussed achievements and business opportunities with our select group of partners, the industry’s leading jewelers and diamantaires,” said Lussier. “Our goal is to offer U.S. consumers unbeatable assurances through Forevermark’s promise of beauty, rarity and responsible sourcing. The Forum has allowed for unique partnerships to be cultivated, leading to a stronger future and path to success for the brand and our partners.”
Forevermark’s U.S. president, Charles Stanley, noted in a keynote presentation, “Forevermark addresses consumers’ unanswered needs in the diamond purchase process. For our retail partners, Forevermark presents a significant opportunity to build greater profitability, address the trend towards commoditization, improve margins and build market share.”
De Beers chief executive Phillipe Mellier also contributed remarks on the ongoing relationship between the De Beers Group of companies and Forevermark, saying, “While the days of generic advertising are behind us, we believe Forevermark can play an important role for (De Beers) going forward.” Mellier recognized that De Beers’ success is contingent upon “full support and commitment” from Forevermark partners.
At the forum, Forevermark launched several new initiatives including:
• Forevermark Online Trading Network (FMX): The Forevermark Online Trading Network (FMX) is an online sourcing platform for Forevermark jewelers and manufacturers to efficiently access Forevermark diamonds. It will offer retailers an easy way to quickly source Forevermark diamonds from Forevermark diamantaires.
• E-Learning: E-Learning will provide an added layer of training online for all Forevermark jewelers, allowing them to continually and on-demand learn selling language and messaging for new product initiatives, as well as reinforce core Forevermark messaging.
Forevermark officially launched in the U.S. consumer marketplace in Fall 2011 with support from Forevermark Diamantaire partners including Dali Diamond Company/A. Link, Diarough/Emby International-Uni Design, Eurostar Diamonds International, HRA-Crossworks, Julius Klein Group/Ritani, Leo Schachter Diamonds, Pluczenik Diamond Company, Premier, Rosy Blue, Trau Bros, and Venus Jewel, and Forevermark Manufacturers A. Jaffe, Memoire, Rahaminov Diamonds and SES Creations. Forevermark is available in a variety of independent jewelers nationwide.