One should not underestimate the role of advertising in brand image development. The customers should love what they see, love so hard that they are ready to part with their money. The latest ad image of Forevermark showed that the company knows what string of customer’s heart to pull to make them melt at the sight of diamonds. This is the whole story of how this image has been created:
Forevermark developed an iconic image, which will be used in national advertising campaigns in print and online, to target affluent consumers and introduce the Forevermark Exceptional Diamond Collection.
The iconic image (pictured) was created to illustrate what Forevermark considers to be a profound transformation the rough diamond makes from its original form into a polished gem. The image reveals this transformation by using a polished diamond emerging from within a rough diamond. Forevermark determined that this image also demonstrates the beauty of nature coupled with man’s skilled artisanship in cutting, and it symbolizes the billion year journey that each diamond takes from deep within the earth to its final polished state.
Forevermark will feature the iconic image in a print ad that will run nationally and regionally in select markets. The ad is available with two different polished visuals, an Asscher-cut diamond and a round diamond. Nationally, the ad is slated to appear this winter in the Robb Report (December), Elite Traveler (November/December), Elite Traveler 2013-2014 Jewelry Guide, and Private Journey (Winter).
The Forevermark Exceptional Diamond Collection advertises the brand’s promise that each diamond is beautiful, rare and responsibly sourced. Diamonds in the collection were hand selected and manufactured by master diamond cutters from the Julius Klein Group in Manhattan. Each diamond in the collection is accompanied by a customized Journey Booklet that visually documents each step in the life of the diamond, from the rough to polished stages and includes milestone dates along the journey.
The Forevermark Exceptional Diamond Collection is available at Aucoin Hart Jewelers, Bachendorf’s, Brown & Company Jewelers, London Jewelers, O.C. Tanner Jewelers, Padis Jewelry and Underwood Jewelers.