Scheduled to be held in Miami in March, the organisers of the ninth Forevermark Forum, needless to say, had to change plans due to the COVID-19 outbreak.

As a result of the ongoing crisis, and various restrictions imposed, the Forevermark went ahead to hold the event virtually.

“In various interactive sessions throughout the day, the Virtual Forum addressed the current state of the diamond industry, Forevermark’s adapted plans for 2020, and offered Forevermark partners tools and insights to adapt their businesses and meet evolving consumer demands,” the Company said in a statement released yesterday. “The Forum drew approximately 650 participants consisting of Forevermark retail jeweller, manufacturer and diamantaire partners.”

Sharing De Beers Group insights on the impact of the current crisis on the diamond industry, as well as an optimistic outlook for diamond business following the reopening of retail in China, Nancy Liu, CEO of Forevermark, said: “While much of our world and business is in flux right now, one thing we can be certain of is this pandemic will alter consumer expectations forever, but we can be confident that diamonds will continue to serve as a powerful symbol of strength, resilience, beauty, and the bonds between us. As a brand built on a foundation of beauty, rarity and responsible sourcing, Forevermark is well-positioned to connect with consumers in a post-pandemic world.”

It is quite clear that the lockdowns implemented across the globe which have left people confined to their homes, has led to an increase in ecommerce for all sectors. “However, Forevermark’s data from markets that have begun to reopen shows that consumers are eager to return to stores with pent up demand leading to signs of a strong retail recovery,” Forevermark said. “In China, Forevermark’s business has come back more rapidly than anticipated, as shoppers have begun to return to luxury goods, with branded jewellery, and bridal in particular, leading the recovery. Forevermark jewelers in China have reported that the average sales price has maintained, and the conversion rates in stores have doubled.”

Charles Stanley, Forevermark US President, shared Forevermark’s vision for 2020 and beyond. He also spoke about several new product launches, and an evolved Omni channel strategy to position the diamond brand and its partners for success.

“Throughout this crisis, we are seeing the significance of brands being maintained as consumers look to purchase fewer, better things that represent timelessness and have enduring value,” said Stanley. “This changing retail climate gives Forevermark an opportunity to truly resonate with consumers. To achieve this, we have developed a cohesive product offer that addresses multiple consumer segments, price points, and styles with consistent quality and availability. The new collections we are bringing to market provide a breadth of product to connect with consumers across bridal, self-purchase and holiday occasions.”

After launching the Forevermark Engagement and Commitment Collection last year, Forevermark has built upon that success and expanded its bridal product offering to include new engagement ring styles, as well as a bridal capsule collection designed by Celebrity & Bridal Stylist Micaela Erlanger. “The brand has also added new fashion styles and classic collections, which, in addition to the existing Forevermark Tribute™ Collection, will be sold and distributed by Forevermark to retailers to more seamlessly align with the brand’s marketing and Omni channel initiatives,” the Company said.

Stanley went on to share changes to Forevermark’s Omni channel approach,  which will include all Forevermark collections; while continuing to provide a profit share to its jewellers for sales made on Forevermark.com.

Various guest speakers at the knowledge sessions provided Forevermark jewellers with “tangible strategies and tactics” which they could employ as their stores begin to reopen. “A data-driven session presented by Sarah Quinlan, Managing Director of The Carolantic Fund, examined the current state of the global economy focused on an action-oriented approach to drive resurgence and resilience in the economy,” Forevermark said summing up the topics. “Retail specialist and author Michael Dart, Partner at AT Kearney, spoke to recent consumer behavioral shifts, the new rules of retail post pandemic, and the importance of delivering a seamless Omni channel customer experience.”

It went on to say: “Other interactive sessions included marketing experts from Bottom Line Marketing and Punchmark who shared success stories and pointers to help jewelers determine the best media mix to drive customers online and in store. Social media experts, The Smithee Group, shared insights on how Forevermark jewelers can use social media to convert consumers and leverage the full value of the assets provided by Forevermark to differentiate and grow their business.”