The latest innovative diamond concept has been launched by De Beers and participating DTC sightholders with the aim of increasing consumer demand for diamonds during the upcoming 2009 holiday season.



Based on the premise that the only thing stronger than a diamond is love itself, the "Everlon Diamond Knot Collection" draws its inspiration from the Hercules knot, an ancient symbol of strength.



De Beers stated: "The Everlon Diamond Knot is a tribute to the enduring strength of love; without the diamond, the knot would unravel. It is a symbol that even in the toughest of times, the strength of a couple's love never wavers."



De Beers disclosed that in a recently survey of American consumers, 61% of females and 58% of males expressed interest in acquiring an Everlon piece. Additionally, research conducted in June 2009 indicated that seven out of 10 women think "diamond jewelry is the most romantic gift a man can give a woman." Seven out of 10 women also concurred that despite a tight budget, they would be pleasantly surprised if men bought them diamonds.



As part of the campaign, De Beers created the Everlon name, product logo and a core collection of Everlon jewelry pieces. JWT has developed the marketing materials to be used in the campaign, including a website, print ads and a TV commercial.



Participating sightholders and retailers were permitted to create their own interpretations of the jewelry designs and to develop exclusive jewelry collections for participating fine jewelry stores. They will also take part in media funding for the diamond marketing campaign.



The Everlon TV commercial will be launched in November, directing consumers to ADiamondIsForever.com. Cooperative versions of the Everlon TV commercial will run in November and December, tagged by retailer participants. The communications plan will include print advertising beginning this month and will also include online initiatives and extensive PR support.