De Beers' 2010 Holiday Campaign: Everlon Diamond Knot

De Beers 2010 holiday campaign will center around the Everlon Knot collection

De Beers' will have a major fourth quarter holiday marketing campaign in the U.S. this year, continuing to promote the Everlon Diamond Knot Collection introduced last year.

De Beers said it had very positive feedback from participating retailers, saying Everlon met or exceeded expectations and, without exception, they are all signed up for year two.

Everlon comprises of a background story and a design. It is based on the proposition that the only thing stronger than a diamond is love. The Everlon Diamond Knot is based on the Hercules knot, secured by a diamond at its centre. “It is a tribute to the enduring strength of love - without the diamond, the knot would unravel,” De Beers said.

Last year the campaign was launched jointly with four Diamond Trading Company (DTC) Sightholders: Elegant Collection/Jasani, JBDM, Pluczenik and Rosy Blue.

Participating retailers included Ben Bridge, Fred Meyer, Helzberg, JCPenney, Macy’s, Reed’s, Riddles, Sam’s Club, Samuels/Rogers, Zale Corp. and a number of independent retailers.

TV commercials may start airing in November, driving consumers to adiamondisforever.com.

Participating Sightholders and retailers are creating their own interpretations of the jewelry designs.

De Beers created the Everlon name, logo and the central jewelry collection. Ad agency JWT developed the creative materials to be used in the campaign, including a website, print ads and a high-production value TV commercial.