|
|
Article: De Beers to Tout Everlon Diamond Knot.
- Article from:
- Jewelers Circular Keystone
- Article date:
- October 1, 2009
CopyrightCOPYRIGHT 2009 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
By Rob Bates
De Beers has announced the new "big idea" that it will tout in the fourth quarter: the Everlon Diamond Knot.
Everlon knot jewelry will feature designs based on a Hercules knot, with two metal loops held together by a diamond.
"The proposition of the campaign is the only thing stronger than a diamond is love itself," says Sally Morrison, interim director in charge of the De Beers account for JWT. "It's about saying to consumers that, even in the toughest times, the strength of a couple's love will never waver. We feel it's an extremely strong and resonant proposition."
This campaign will work differently than past De Beers ...