Debeers created the buzz surrounding the three stone ring, the right hand ring and journey. All of these iconic diamond jewelry pieces became huge successes in their own right. Now, for fall 2009, DeBeers is introducing Everlon. The Everlon Knot jewelry collection is based on the Hercules knot, with two metal loops held together by a diamond. And according to Sally Morrison, who is handling the DeBeer’s account for JWT, “The proposition of the campaign is the only thing stronger than a diamond is love itself”. “It’s about saying to consumers that, even in the toughest times, the strength of a couple’s love will never waver.”
As a member of diamond industry, I believe the Everlon campaign will far exceed the success of the right hand ring and journey for the simple fact that the manufacturers and the retailers are vested in the program. Each participant has contributed funds to make sure there are enough marketing dollars to make sure this has enough of a splash to spur consumer demand.
Now imagine just for a second if one of these “big pushes” from DeBeers ever focused on beneficiated diamonds? I think that it would garner tons of press. Yes, I am sure there would be tons of critics and skeptics but a bold step like that could catapult beneficiation into the public spotlight. I think the buying public would care a great deal and truly feel good about a diamond that gave back. I guess given the current economic condition of our country the diamond industry didn’t want to take a big gamble. But I think the Everlon Diamond Knot Collection proudly cut and polished by locals in Botswana has a nice ring to it, don’t you? Maybe next time!
Posted under Beneficiation, Botswana Diamonds, Everlon
This post was written by on September 2, 2009
