BRANDS & DIAMOND DESIRABILITY

In a collaboration with leading retailer Signet Jewelers, this campaign uses emotional and authentic storytelling featuring diverse real-world couples to illustrate the pressures and joys of love as couples grow together. This journey mirrors the strength and resilience of natural diamonds as they travel from deep in the Earth and are transformed into polished gems, revealing their true beauty.

As we reimagine our appeal to the modern consumer, we will continue to partner with leading jewelry retailers to amplify our efforts with a focus on revitalising desire for natural diamonds in new generations of consumers.

In this campaign, we emphasise the importance of meaningful relationships and reinforce the notion that natural diamonds have emotional value - enabling precious memories with loved ones to remain ‘forever present.’ Forever present draws on natural diamonds as a special way to celebrate unforgettable moments, and appeals to gift-givers of all ages.

By making the campaign assets freely available, we supported independent retailers in the US by driving demand for natural diamonds over the holiday season.

Our latest campaign in India is designed to drive demand for natural diamond jewellery.

‘Love, From Dad’ celebrates the unique bond between fathers and daughters through a new gifting occasion for young consumers. In India, the second ear piercing is an intrinsic part of traditional culture and modern rituals. It represents a coming-of-age moment, where a young woman chooses to express herself on her own terms. It’s different from her first ear piercing, which is often a decision made for her. 

To mark Friendship Day in India, Forevermark launched the latest iteration of its “Rituals” campaign – the “Love, From Bestie” bracelet collection. The launch follows the success of “Love, From Dad” and continues the brand’s mission to transform powerful relationships into meaningful rituals associated with natural diamonds.

Friendship is like a natural diamond – authentic, resilient and irreplaceable. The Bestie Bracelet campaign draws inspiration from the enduring bond between women and creates a ritual that celebrates the strength and uniqueness of female friendships. To illustrate this theme, the campaign features real-life best friends across different life stages whose authenticity resonate with the consumer.