Will The Next Big Idea From De Beers Drive Shoppers To Stores?
Filed under: Jewelry
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.
| Love it | |
|---|---|
| Not A Fan | |
| Meh |
Whitney Houston Dead: Singer Dies at 48, Body Found in Beverly Hilton Hotel
Whitney Houston Autopsy: Cause of Death Determined?
Whitney Houston, Bobbi Kristina: Late Singer's Daughter Hospitalized
Whitney Houston Dead: Stars React to Legend's Sudden Death
Jennifer Hudson Whitney Tribute: Grammy President Reveals Why Singer Was Chosen for Musical Memorial
Grammy 2012 Winners' List: Adele Sweeps Music's Biggest Night
5-Hour Energy: A Success Equal Parts Caffeine, Chemistry and Meditation
Adele Five-Year Break? Singer Plans to Focus on Relationship, Write 'Happy Record'
People With Easy-To-Pronounce Names More Likely To Succeed, Study Says
Katy Perry Grammy Performance 2012: Did the Diva Diss Her Ex-Hubby With Revealing New Song?