Will The Next Big Idea From De Beers Drive Shoppers To Stores?

by Deidre Woollard (RSS feed)
Sep 3rd 2009 at 8:04AM

De Beers is famous for their ad campaigns around specific jewelry designs like the three-stone ring and the journey pendant. The latest "big idea" is the Everlon Diamond Knot. The knot jewelry includes earrings, rings and pendants with a Hercules knot, with two metal intersecting loops held together by a diamond.

The ad campaign will tout the idea that the only thing stronger than a diamond is love itself. Television ads are set to begin on November 16 and there will be print ads and a web campaign. Various retailers including Sam's Club, Zale, Macy's, J.C. Penney, Ben Bridge and tohers have signed up to be part of the program and sell the jewelry. The pieces are now available on the J.R. Dunn website where the ring shown at right, a 14K yellow gold ring with a .5 carat center stone (color grade-- H-I, clarity--I1) sells for $1.820.

De Beers is bullish on the concept. They say that in a survey of American consumers, 61 percent of females and 58 percent of males expressed interest in acquiring an Everlon piece. I'm ambivalent about the potential popularity of the design so I decided to conduct my own survey. Vote below on what you think of the concept or let me know in the comments.

What Do You Think Of The Everlon Knot?
Love it	365 (50.5%)
Not A Fan	133 (18.4%)
Meh	225 (31.1%)

Tags: de beers, DeBeers, diamonds, everlon knot, EverlonKnot, jewelry, ring

Filed under: Jewelry

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Reader Comments (Page 1 of 1)

epvirtualassistant Nov 7th 2009 5:38AM

definitely yes!!!with everlon's works no wonder people will crave over it!though, we are suffering from recession now i think this will not hinder the people to buy their fancied jewelries from everlon's! i am so certain of it. if you want to look for everlon's products try this: everlon