Love Me Knot
How do you say “forever”? For most of us, we take a cue from those romantic diamond commercials every holiday season that touch your heart while suggesting a gift that will express it perfectly in diamonds. First it was the “Past Present Future” three stone diamond ring. Then the S-curve “Journey” diamond pendant. Those diamond jewelry pieces are still jewelry store staples today.
This holiday season, A Diamond is Forever, the De Beers-backed promotional entity that creates those annual campaigns, will be promoting a new jewelry symbol, the Everlon Diamond Knot. Based on the Hercules knot, the new diamond jewelry theme is a tribute to the enduring strength of love and the ties that bind two people together.
But unlike the three-stone diamond ring and the Journey pendant, which are available from all jewelers, Everlon Diamond Knot jewelry will only be available from authorized retailers.
That is because the cost of the campaign will be shared by De Beers, several of its sightholder customers, and retailers who buy from those customers.
As in past years, you will see heart-tugging diamond commercials, print ads, billboards, and PR efforts in November. But rather than a generic campaign to promote all diamond jewelry, the ads will specifically promote the Everlon brand.
Participating retailers include Ben Bridge, Fred Meyer Jewelers, Helzberg Diamonds, JCPenney, Macy’s, Reed’s, Riddles, Sam’s Club, Samuels/Rogers, Zales, and a selection of independents including J.R Dunn, which is the only jeweler who already has the Everlon brand for sale on its website.
Love it? Or Not?