8th Forevermark Forum concludes!
Forevermark
celebrated
A
new theme: Be Limitless!
Over
the past eight years, Forevermark, the diamond brand from the De Beers Group,
has spearheaded an all-encompassing platform, the Forevermark Forum, for all
their authorised jewellers, diamantaires and manufacturers from around the
world. The goal of the Forum is to bring its partners together to interact,
network and exchange insights on Forevermark’s growth and vision for the
industry, within a global framework.
This
year’s Forum, held from 9th to 11th July, 2019, celebrated
a new theme: ‘Be Limitless’. Key discussions revolved around diversity in
thought, culture, design and innovation. Forevermark, known for the most
beautiful, rare and responsibly sourced diamonds, took spectators through an
insightful journey of exclusive showcases, comprehensive consumer and retail
awareness campaigns, technology breakthroughs for the industry along with
expert talks by new visionaries.
Speaking
on the occasion, Stephen Lussier, Chairman, Forevermark, said, “As technology,
artistry and innovation change rapidly, our perennial goal at Forevermark has
been to develop the present, and adapt to the future. Given our De Beers
heritage and legacy, this year we embrace the unconventional path, and explore
different avenues to being limitless, at the Forum. Our partners will witness
unique retail innovations that will enable and empower them to work with the
leaders of the industry.”
Sachin
Jain, President, Forevermark India, added, “Over the years, the Forevermark
Forum has pushed the limits and become a key event for us to strengthen our
partnerships and expand our horizons. Inspiring individuals from multiple
backgrounds to nurture fresh perspectives, the Forum has remained a key event
for leading the diamond industry to new heights. It gives us the opportunity to
work closely with our partners and grow our business multi-fold. When we work
together, the future is limitless.”
Using
interactive displays and retail innovations, Forevermark displayed all its
programs for consumers and retailers.
The
key highlights showcased at the Forum were:
Diamond Acquisition Study: Forevermark
conducted an extensive nationwide research on the purchasing and consumption
habits of people in purchasing diamond jewellery. Over 16,000 people across tier
1, 2, 3 and 4 cities/towns were interviewed about their purchases, revealing
data about demand patterns, emerging markets, and milestone occasions for
purchase, seasonality and general outlook. This comprehensive study was shared
at the forum.
Credential Campaign 2.0: The first
Forevermark Credential campaign showcased to consumers, the benefit of buying a
Forevermark diamond. Thecampaign was a roaring success as it addressed all the
concerns of a potential buyer and creating brand awareness byhighlighting the
differentiating factors of Forevermark. This not only increased trust and
loyalty for the brand in the minds of ouraudience, but also reinforced consumer
confidence. With the overwhelming, emotional response the campaign garnered,
Forevermark is set to roll-out credentials 2.0- Forevermark's largest campaign
yet.
Trends 2019: Forevermark
displayed over 2000 designs with four key moods: enigma, on the wave, culture
fusion and one of a kind. The prime goal of the Trends collection is to stay
abreast of future design styles. Enigma, tells a compelling story about
craftsmanship with complex symmetries and labyrinthine constructions. On the
Wave embodies all that is remarkable about our planet’s aquatic habits and
encapsulates the De Beers Group’s ongoing commitment towards conservation of
nature. Culture Fusion pays tribute to the present and the future, with modern
yet timeless jewellery that celebrates the adventurous human spirit. One of a
kind reframes the traditional definition of femininity with striking forms and
directional silhouettes representing the strength of a modern woman.
A
nuanced understanding of trends supports the creation of investment pieces that
are a mix of classic elegance with contemporary appeal.
Consumer Collections:
1: The Forevermark Bridal Collection:
This
collection honours all the moments that make a relationship unique. With a
selection of classic, timeless rings that enhance the brilliance and beauty of
a Forevermark diamond, the collection is available in a range of diamond
shapes, each individually selected for their beauty.
2: Half Carat:
The
Forevermark Half Carat programme targets the urban woman, set out to achieve
her dreams and ambitions. Consumer research proved that half carat isn't just
ideal for everyday and regular use, but remains versatile in terms of
affordability, design and emotional value.
3: Tribute:
The
Forevermark Tribute Collection is an assortment of 22 rings featuring multiple
Forevermark diamonds in different shapes, set in either white, yellow or rose
gold. A statement of individuality, the multi-diamond designs reflect the
wearer’s own distinctive qualities, whilst each one of the Forevermark
inscribed diamonds included in every piece is unique.
4: Traditional Setting:
Inspired
by South India’s rich heritage, the Forevermark Traditional Setting collection
features close setting diamond jewellery in yellow and rose gold. This line of
diamond jewellery is traditional, yet modern, appealing to young, contemporary
women.
Retail Programmes:
The Black Label:
An
exquisite collection of diamonds cut with supreme symmetry and unprecedented
accuracy to reflect dazzling light. Available in five shapes, the precision in
cutting the gemstone and maintaining this flawless symmetry makes Forevermark
Black Label diamonds sparkle like no other.
100 Carat Collection:
This
basket of 100 rare, one-carat plus Forevermark diamonds is an enduring
testament to flawless craftsmanship and beauty that goes beyond the 4cs. This
spectacular showcase is on display for three entire weeks at selected
Forevermark authorised jewellers.
Exceptionals:
A
selection of the most exquisite diamonds in the world above 3 carats, this
collection comprises of the few diamonds that carry the Forevermark promise.
These diamonds are all about Nature’s precious story that took billions of
years in the making.
Red Carpet:
Everyone
wants to see Hollywood icons at their dazzling best at big-ticket events such
as the Academy Awards, Golden Globes and the BAFTAs. Each year, Forevermark
strives to showcase some of India's finest craftsmanship and talent on an international
platform, as celebrities adorn pieces from the collections. The exquisite 2019
collection was displayed at the Forum.
Circle of Trust:
A
radiant collection of diamond bangles are symbolising love and timelessness.
Each diamond set in the bangle of this collection carries the Forevermark
promise, with a unique inscription number and identification card bearing the
assurance of it being rare and responsibly sourced.
Designer Campaigns:
Artemis II:
Women,
like nature, have always withstood the test of time with grace, beauty and
elegance. Like a true commitment, they prevail with every challenge, with
unmatched calibre of strength, courage and determination. This unique character
of the female species inspired the evolution of Artemis by Bibhu Mohapatra into
its next incarnation. Each piece represents a beautiful quality, a
characteristic, a trait, encapsulating the true essence of a woman.
The Zanyah collection:
Forevermark
collaborated with India’s most famous couturier, Sabyasachi Mukherjee, for an
exclusive collection inspired by the romantic Twenties and the Italian
renaissance. True to its name, Zanyah meaning unique, is a collection of
delicate, enamelled long-drop earrings and vintage-style rings for both men and
women, with hand-selected Forevermark diamonds.
Other elements present at the Forum
included:
1: The Diamond Prism:
Crafted
with glass and steel, this exquisite art installation highlights the beauty of
a Forevermark diamond. When a single laser light is passed through the
brilliantly cut diamond, it refracts in a multitude of colors.
Social
CafĂ©: As Forevermark integrated the social world into retail, with the ‘Social
CafĂ© – an interactive kiosk demonstrated the physicality of a hashtag.
2: Gamification in Retail:
Gaming
is a huge trend among millennials to keep them involved and engaged in the
product. Over the years, brands have consciously introduced gamification within
their retail experience. Forevermark brought three interactive games to the
Forum, to demonstrate the unique integration between jewellery and gaming.
3: Mind Reader: The science of
retail has advanced significantly to involve multiple senses. Today, with
special headgear, customers’ brain waves can be mapped to understand their
preferences while shopping. Forevermark displayed this revolutionary innovation
for the diamond industry.
4: Tribute Kiosk: The consumer’s
needs for versatility and involvement (designing their own look) led to the
creation of this kiosk that allows a consumer to create a virtual ring stack –
and even place an order for it.
The
2019 Forevermark Forum was attended by key industry influencers, retail chain
owners and independent jewellers from the industry.
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