Forevermark Diamonds debuted its new advertising campaign ‘It’s A Long Journey to Become the One’ with a private screening in NYC on October 28, 2015. Additional celebrities including Nadine Leopold, Rebecca Dayan, Nikki James, Alyssa Umphress, Lola Langusta, Rosalind Lipstt, Phillip Bloch, Samantha Black, Angela Lindvall, and industry influencers caught a sneak peek of the film, which also celebrates the relaunch of the iconic slogan ‘A Diamond Is Forever.’
Girls’ Star Allison Williams arrived looking stunning in a white Monse Maison dress, Louis Vuitton heels, and donned Forevermark Cluster Earrings, Forevermark by Jade Trau Signet Ring, Forevermark by Natalie K Center of My Universe Ring and stated, “I love that Forevermark pays so much attention to detail. They know a thing or two about finding ‘The One’!”
Lo Bosworth was also in attendance to support the new campaign, and loved how Forevermark’s Diamonds are full of “tender, love, and care” similar to her friendships, especially her friendship with Lauren Conrad. “There is a group of four of us that have been best friends since we were young. We’re kind of bound for life. Lauren and I support each other in our relationships and our careers and that is so important to me.”
Charles Stanley, President of Forevermark US mirrored those sentiments saying, “When developing a concept for the new campaign, we wanted it to match the epic nature of ‘A Diamond Is Forever,’” said Charles Stanley, President of Forevermark US. “‘The One’ is a metaphor for both the journey of a Forevermark diamond and mankind’s quest for true love, as told through a man’s journey to find his loved one. Less than 1% of the world’s diamonds are worthy of the Forevermark inscription; this film is the human representation of Forevermark’s rigorous selection process and our passionate pursuit of the world’s most beautiful and rare diamonds.”
Directed by Rob Chiu, the commercial was filmed on location in Gran Canaria and Barcelona, Spain. The campaign will launch nationally on November 2nd with :60 and :30 second TV spots on broadcast networks. As part of ‘The One’ print and digital campaign, Forevermark will include the recently announced ‘Ever Us’ two stone ring featuring Forevermark diamonds as part of its partnership with Signet. The ‘Ever Us’ design features two diamonds of the same size touching each other and represents the bond of friendship and love in a relationship. The campaign aims to create a new product category that will create an emotional connection and drive diamond demand.
Rounding out Forevermark’s three-tiered holiday advertising campaign is ‘Seize the Day,’ a high-impact call-to-action campaign announced by Forevermark and The De Beers Group of Companies last month. The ‘Seize the Day’ campaign will be similar to De Beers’ past campaign of the same name, which shared the same objective to increase consumer diamond demand. The 2015 ads will be targeted towards men and will feature bold, catchy statements in black font on a white background and classic diamond jewelry piece types.
The ‘Seize the Day’ campaign will also include the ‘A Diamond Is Forever’ slogan and a ‘Happy Holidays from Forevermark’ sign off.