De Beers has recently unveiled their new and innovative Everlon Diamond Knot Collection, in cooperation with the Diamond Trading Company. The Everlon Knot diamond is modeled after Hercules’s Knot, which symbolizes might and eternity. In turn, the Everlon Diamond Knot is said to represent the strength of true, everlasting love. The marketing slogan used to promote the Everlon Diamond Knot Collection states that ‘the only thing stronger than a diamond is love’. The jewelry is designed so that the diamond appears to be set in the center of the knot, and is holding the knot together. It is indicative of the power of love, and how love keeps it all together, even in the hardest of times.

Despite the recent recession and the tough economic reality, luxury items such as diamond jewelry are still in high demand. Many women confess that even though times are hard, and tight budgets are imperative, they would still love to be gifted with diamond jewelry. Apparently, diamonds are still considered to be the ultimate romantic gift. 

Consequentially, De Beers hopes that the company’s new marketing strategy will increase diamond and diamond jewelry sales over the upcoming holidays. De Beers Everlon Diamond Knot campaign has been very well received. In fact, recent surveys have shown that over 50 percent of US consumers have shown an interest in purchasing jewelry items from the Everlon Diamond Knot Collection.

De Beers  is planning on marketing their new Everlon Diamond Knot Collection using a relatively aggressive media-oriented approach. Their marketing campaign includes TV commercials, colorful and eye-catching online and print advertisements, as well as numerous press releases. Some of the collection’s retailers include jewelry chains such as JCPenney, Fred Meyer, Helzberg, Reed’s, Macy’s, Riddles, Samuels/Rogers, Zale Corp, Sam’s Club.

The launch of the Everlon Diamond Knot Collection will hopefully generate an immense amount of excitement in the international diamond markets. The Collection is meant to lure consumers to local jewelry stores, encouraging them to indulge themselves and their loved ones. The marketing approach is meant to revive the diamond industry, which has experienced financial hardships ever since the start of the recession.