Sixth Annual Forevermark Forum emphasizes importance of differentiation and fascination in consumer experience

The sixth annual Forevermark Forum took place at the Waldorf Astoria Boca Raton Resort and Club March 6-8, drawing together 450 Forevermark retail jewellers, manufacturers and diamantaire partners. The theme of the conference, “Forevermark Forward,” focused on leading with Forevermark to gain a competitive advantage and improve overall diamond business.

“Through innovation, integrity and superior quality, Forevermark offers a more engaging customer experience than any other diamond brand,” said Charles Stanley, President, Forevermark US. “By working with our retail partners and implementing a ‘Forevermark First’ approach, we will help them drive a bigger and more profitable diamond business and shape the future of the industry.”

Over three days, the show floor buzzed with Forevermark partners conducting business with one another, sharing sales strategies, and participating in seminars and workshops on creating an exceptional customer experience, the future of luxury retail, and tackling major industry issues like synthetics.

Sally Hogshead, branding expert, author and Chief Fascination Officer of Fascinate, Inc., delivered the keynote address motivating jewellers to tap into their personal strengths to become the best, most dynamic version of themselves and use those skills to create irresistible customer interactions. Other guest speakers included Sarah Quinlan, Senior Vice President of Market Insights for Mastercard, and Michael Dart, co-author of The New Rules of Retail: Competing in the world’s Toughest Marketplace, who each offered insights into the changing dynamics of consumer spending and the future of the independent retail category.

Stephen Lussier, CEO of Forevermark and Executive Vice President, Marketing of the De Beers Group of Companies emphasized maximizing the consumer experience in-store during his keynote address to Forevermark jewellers.

“Forevermark was designed purposefully with the future of the luxury retail environment in mind. It offers the ability to build your business around an exclusive and global brand, one based upon beauty, rarity and responsible sourcing. Communicating this rich brand story provides the opportunity to create a second to none, engaging, exhilarating and unforgettable in-store buying experience for your customers,” said Lussier.

Forevermark also announced the 2016 Carat Club winners during the Forum. The top sales ambassadors who sold 35 carats or more of one-carat plus Forevermark diamonds in 2016 will receive an exclusive trip to London to visit the Forevermark headquarters to take place later this year. They will also visit the Tower of London to see the Crown Jewels as well as experience an exclusive behind-the-scenes tour of the Forevermark Diamond Institute in Antwerp, Belgium.

The 2017 Carat Club incentive will run through the entire year, and the top sales ambassadors who meet the requirements will receive a glamorous trip to Los Angeles during the 2018 Oscars for a behind-the-scenes look at the process of dressing Hollywood’s leading ladies in Forevermark diamonds.

Throughout the Forum, diamond artist Angie Crabtree live-painted the newest addition to the Forevermark Black Label Collection, the heart shape, cut for supreme symmetry and light performance. The painting was then auctioned off at the closing party, along with several other experiential items, raising over $18,000 for Jewelers for Children. Charles Stanley will be honored at the annual Facets of Hope ceremony during JCK Las Vegas for Forevermark’s continued support of Jewelers for Children.