Love Me Knot

September 2, 2009 Cheryl Kremkow Jewelry Trends Tags: , 8 Comments

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?


Everlon Diamond Knot Ring from JR Dunn
Everlon Diamond Knot Ring from JR Dunn


  1. Loose diamonds 11 years Reply

    This is wonderful ring, the Everlon diamond knot, real knot of love.

  2. Swaroop Biswas 11 years Reply

    De Beers had been doing excellent in promoting diamond jewellery. As a loose diamonds supplier and a sightholder we understand what it takes to provide customers with diamond that gives them the diamond feeling. Wonderful work, spreading smiles across millions.

  3. Jeanne Mausure 11 years Reply

    What a great ring! Simply elegant! Wish it was mine!

  4. Ben Maurice 13 years Reply

    This is such a wonderful resource that you are providing. I appreciate seeing websites that understand the value of providing a prime resource for free. I truly loved reading your post. Thanks!

  5. Ricarda Palermo 13 years Reply

    I like your post. Your blog is fantastic.

  6. Engagement Rings 13 years Reply

    This is a nice ring. I don’t my wife to see this, because she might demand it.

  7. jandel 14 years Reply

    oh my… i think i should now start demanding to my boyfriend to buy me this newest collection of everlon. I really can’t wait!

  8. kathy 14 years Reply

    wooooooooow!!!i love the ring.really magnificent! i’m dying to have one. i’ve heard from a friend that everlon diamond knot collection everlon is so unique and magnificent in style. but i love the ring!there is the cut of elegance and timelessness in this precious jewel. oh my…

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