Diamond Brand’s Campaign Running From July 1 To December 31
At an event in Beijing last week, the De Beers-owned diamond brand Forevermark officially launched its “A Promise Shared” campaign, which collects stories, videos and photos shared by celebrities and special guests on the event website, www.apromiseshared.com. Running through December 31, visitors to the site can upload their own “moments”, with the best submissions to be selected by a panel including the pianist Zhao Yinyin, fashion stylist Li Dongtian, and fashion photographer Chen Man. Five winners will have the opportunity to travel to London to experience next year’s “Forevermark Diamond Tour”.
At the launch event, Liu Hangshu, Managing Director of Forevermark China, was joined by one of China’s top supermodels, Liu Wen (previously on Jing Daily), in unveiling the campaign and accompanying website.
With its new campaign, Forevermark appears to be trying to build its brand in China around the idea of a “promise” that the company cares about the way its diamonds are sourced, processed and finally brought to China. Rather than advertising the quality of the diamonds by using more technical terms, which most Chinese consumers — being new to diamond-buying — might not understand, Forevermark is basing its marketing platform on attempting to build trust. (A common technique among brands or products new to the market.)
Like other global diamond brands, Forevermark is looking to expand and differentiate itself in China, in the hopes of getting a bigger piece of the world’s second-largest diamond market. Parent company De Beers recently opened its first Beijing boutique, and competitors like Tiffany & Co., Harry Winston and Van Cleef & Arpels have launched ritzy flagships in Shanghai, Beijing and elsewhere.