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Magazine > Industry News > News Content

De Beers launches next big idea: 'Everlon'

9/2/2009 3:24:03 PM

London--De Beers and participating Diamond Trading Co. (DTC) sightholders have unveiled their latest unique diamond concept, aimed at maximizing consumer demand for diamonds during the crucial 2009 holiday selling season.

Titled the "Everlon Diamond Knot Collection"--based on the Hercules knot, an ancient symbol of strength, and secured by a diamond at its center--the concept is rooted in the proposition that the only thing stronger than a diamond is love itself.

"[The Everlon Diamond Knot] 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," De Beers said in a media release about the new concept.

According to the company, in a recently concluded survey of American consumers, 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 jewelry concepts, including the three-stone (Past, Present, Future) and Journey concepts," De Beers said in the release.

Additional research in June 2009 revealed that seven out of 10 women think "diamond jewelry 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 men bought them diamonds.

De Beers created the Everlon name, product logo and core collection of Everlon jewelry pieces. On behalf of De Beers, JWT developed the creative materials to be used in the campaign, including a Web site, print ads and a high-production-value TV commercial.

Participating sightholders and retailers were also allowed to create their own interpretations of the jewelry designs and developed exclusive collections for participating stores. They are also participating in media funding for the campaign to ensure a critical level of consumer breakthrough at launch, De Beers said.

The Everlon campaign 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 beginning this month and will also include online initiatives and extensive PR support, according to De Beers.

Participating sightholders include Elegant Collection/Jasani, JBDM, Pluczenik and Rosy Blue, and participating retailers include Ben Bridge Jeweler, Fred Meyer Jewelers, Helzberg Diamonds, J.C. Penney, Macy's, Reed's Jewelers, Riddles Jewelry, Rogers Jewelry, Sam's Club, Samuels Jewelers, Zale Corp., and a number of independent retailers

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