This year, Forevermark will target female buyers with its holiday season ads. This follows a drastic change in the way consumers acquire jewellery, something De Beers CEO Bruce Cleaver has made note of.
According to De Beers, self-purchasing by women has increased almost 50 per cent in the past decade. What’s more, it grew from 25 per cent of the US diamond market in 2013, to 31 per cent in 2015. Despite engagement rings and men’s gifts accounting for 28 per cent and 37 per cent of US diamond sales respectively, women are taking more initiative when it comes to buying jewellery.
“We are seeing clear trends emerge around the shifting role and expectations of women, of how they see themselves and how they see diamonds as a vehicle, increasingly, of self-expression,” says De Beers CEO Bruce Cleaver.
Cleaver adds that these changes “have implications for how we create meaning for diamonds, and present us with exciting opportunities.”
According to Forevermark, its fourth quarter marketing plan will feature “emotional, call-to-action” advertising. This will include designs for earrings, rings, and a necklace, with an initial launch planned for October. The campaign will run until Christmas, appearing on national television, in print, and on digital and social media.