Diamond giant De Beers announced it will launch a major fourth quarter holiday marketing campaign in the US this year, focusing in the Everlon Diamond Knot Collection introduced last year.



According to IDEX Online, De Beers said it had "very positive feedback from participating retailers," adding the Everlon Diamond Knot Collection met or exceeded sales expectations.



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 design 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.



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.