Forevermark's Q4 Campaign to Focus on (Self-Purchasing) Women

Retail and Consumer Confidence
07/06/2017 10:28

In their recent addition to the Diamond Insight reports focusing on diamond jewelry demand and emerging trends, De Beers said it expected single women's acquisitions and spend to increase in 2017, leading to an increase in self-purchasing in non-bridal, discretionary jewelry categories, driving incremental demand above and beyond the fundamental driver of demand, namely, bridal diamond jewelry. In their Insights 2016 report, De Beers noted that self-purchasing by single and married women has increased almost 50% in the past decade, and grew from 25% of the US diamond market in 2013 to 31% in 2015. They note that new areas of growth are clearly emerging: self-purchase and singles looking for diamond-only, more design-driven and responsibly sourced pieces, and discovering brands and new channels in search of a more experiential acquisition process and an opportunity for self-expression. As announced at Forevermark’s breakfast at the JCK Las Vegas show, these insights will translated directly into the brand's fourth quarter marketing campaign, which will focus on the growing category of women who buy jewelry for themselves.

As announced at JCK LV, the new campaign, "celebrates the individual qualities and accomplishments of a woman, and the Q4 marketing campaign will drive customers in store with emotional, call-to-action advertising." The campaign also will speak to women who receive gifts of diamond jewelry that celebrate personal success and growth, like promotions or career changes. “We are seeing clear trends emerge around the shifting role and expectations of women, of how they see themselves and how they see diamonds as a vehicle, increasingly, of self-expression,” De Beers CEO Bruce Cleaver said Sunday at the JCK Luxury show in Las Vegas. He said these changes “have implications for how we create meaning for diamonds, and present us with exciting opportunities.” In short, to appeal to the 'new' category of diamond consumer, Charles Stanley, president of Forevermark U.S., said, “It’s time to tell her story.”