De Beers and participating Diamond Trading Company sightholders unveiled the Everlon Diamond Knot Collection as the cornerstone of their fourth quarter marketing campaign this month.
According to De Beers, the collection, which is based on a Hercules knot secured by a diamond at its centre, will help “maximise demand for diamonds during the crucial holiday sales season”.
“The campaign is rooted in the core proposition that the only thing stronger than a diamond is love itself,” said De Beers.
“The Everlon Diamond Knot is based on the Hercules knot, an ancient symbol of strength, 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.”
According to De Beers, 61 percent of females and 58 percent of males in a recent survey 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.”
De Beers created the Everlon name, product logo and also the central collection of Everlon jewellery pieces while JWT developed the creative materials to be used in the campaign, including a website, print ads and TV commercial.
Participating sightholders and retailers have created their own interpretations of the jewellery designs for participating stores, and are taking part in media funding for the campaign.