Press Release, LONDON: De Beers and participating Diamond Trading Company (DTC) sightholders today unveiled the highly anticipated Everlon™ Diamond Knot Collection. Everlon aims to maximise demand for diamonds during the crucial holiday sales season by combining a unique new diamond concept with De Beers’ long heritage of strong fourth-quarter marketing initiatives.
De Beers pursued an extensive research and development process, and a clear winner emerged from consumer research – the Everlon™ Diamond Knot Collection The campaign is rooted in the core proposition that the only thing stronger than a diamond is love itself. The Everlon Diamond Knot is based on the Hercules knot, an ancient symbol of strength, and secured by a diamond at its centre. It is a tribute to the enduring strength of love – without the diamond, the knot would unravel. It is a symbol that even in the toughest of times, the strength of a couple’s love never wavers.
In a recently concluded survey of consumers in the U.S., 61 percent of females and 58 percent of males expressed interest in acquiring an Everlon piece. These findings met or exceeded benchmarks set by past best-selling diamond jewellery concepts, including the 3-stone (Past, Present, Future) and Journey concepts.
Despite the economic downturn, diamonds are still the ultimate gift of love. Research conducted in June 2009 revealed that seven out of 10 women think “diamond jewellery is the most romantic gift a man can give a woman.” Seven out of 10 women also agreed that even though they are on a tight budget, they would be happily surprised if he bought her diamonds. Millions of men and women understand that in difficult times the value and meaning of diamonds endure, making Everlon the perfect gift to ask for this holiday season.
Everlon provides a platform for trade wishing to pool funds to create a more compelling programme than could be achieved individually. The launch of a big new diamond jewellery idea will create buzz and excitement for the entire diamond industry, with participating Everlon retailers especially benefiting from this groundbreaking cooperative marketing approach that will drive consumers to their stores.
De Beers created the Everlon name, product logo and also the central collection of Everlon jewellery pieces. On behalf of De Beers, JWT developed the creative materials to be used in the campaign, including a website, print ads and a high-production value TV commercial. Participating sightholders and retailers created their own interpretations of the jewellery designs and developed exclusive collections for participating stores, and are taking part in media funding for the campaign to ensure a critical level of consumer breakthrough at launch.
The Everlon campaign will be impactful and integrated, and will run on multiple platforms. The Everlon TV commercial will launch in November, driving consumers to adiamondisforever.com. Cooperative versions of the Everlon TV commercial will run in November and December, tagged by retailer participants. The communications plan will include print advertising from September and will also include on-line initiatives and extensive PR support.
Participating sightholders include Elegant Collection/Jasani, JBDM, Pluczenik, and Rosy Blue and participating retailers include Ben Bridge, Fred Meyer, Helzberg, JCPenney, Macy’s, Reed’s, Riddles, Sam’s Club, Samuels/Rogers, Zale Corp., and a number of independent retailers including Kranich’s Jewelers.
About De Beers
De Beers, established in 1888, is the world’s leading rough diamond company with unrivalled expertise in the exploration, mining and marketing of diamonds. De Beers, and its joint venture partners, operate in more than 20 countries across five continents employing around 15,000 people. From its mining operations across Botswana, Namibia, South Africa and Canada, De Beers produces and markets approximately 40 percent of the world’s supply of rough diamonds. As part of the company’s operating philosophy, the people of De Beers are committed to Living up to Diamonds by making a lasting contribution to the communities in which they live and work. In the countries in which we have mining operations, this means carrying out profitable business, whilst at the same time helping Governments achieve their aspirations of turning natural resources into shared national wealth. De Beers encourages sustainable working to ensure long-term positive development for Africa, and returns approximately US$4.7 billion to the continent every year. For further information about De Beers visitwww.debeersgroup.com
About Diamond Trading Company (DTC)
The DTC is the rough diamond distribution arm of the De Beers family of companies and is the world’s largest supplier of rough diamonds, handling approximately 40% of the world’s supply by value. With activities in sorting, valuing and diamond beneficiation, the DTC has representative offices in the UK and South Africa, as well as joint venture operations in Botswana and Namibia with the governments of those countries.
Formed in 1934, the DTC was incorporated in 1986 and established as a stand alone company within the De Beers family in July 2004. Through its producer and customer value propositions, the company is focused on maintaining its position as the world’s most effective distribution channel for rough diamonds.
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