(IDEX Online News) – De Beers Group CEO Philippe Mellier stressed the importance of the Forevermark brand at a speech at the JCK Show Las Vegas.

 

In addition to announcing marketing plans for the fourth quarter, it was also revealed that a Forevermark Leadership Council would be established.

 

Mellier addressed the Forevermark North America Partnership with an overview of the De Beers Group's strategy, “It remains a De Beers strategic priority to grow Forevermark as the world’s leading diamond brand.

 

"As part of this commitment, I am happy to announce that our national television campaign will continue in the fourth quarter of this year.”

 

The aims of the Forevermark Leadership Council will be to discuss and debate ideas on how to improve the Forevermark partnership and work towards a stronger leadership role in the diamond industry.

 

Meanwhile, Charles Stanley, President, Forevermark US Inc., said that following a positive response from consumers, Forevermark will continue to focus its marketing efforts on the Center of My Universe™ in the fourth quarter of this year. 

 

During the holiday season, Forevermark will return to national network television with the Center of My Universe™ commercial. The marketing plan also includes national print magazines and newspapers, paid search, online video, digital sponsorships, and targeted digital advertising.

 

Forevermark has strengthened both its loose supply and finished jewelry with the addition of new Forevermark diamantaires and manufacturers. To meet jeweler requests, Forevermark has expanded fancy shape offerings in both round and straight edge, fancy yellow diamonds, Hearts and Arrows, and special cut diamonds.