Half-carat diamonds arrive in full force
Celebrating the newfound outlook of today’s women, Forevermark, the diamond brand from the De Beers Group of Companies, has launched the ‘The Better Half Within’ campaign. The brand has launched a special collection of half-carat diamond jewels as a part of this campaign and has touted its design as the reflection of poised, powerful and self-determined women of this age. Speaking at length about the campaign with Praveer Sinha, Sachin Jain, President, Forevermark India, dwells on its positioning, potential and more.
Kindly give us an overview of Forevermark’s new campaign for ‘‘#BetterHalfWithinMe’ launched in India recently?
In terms of value, India ranks third with a share of seven per cent of the global diamond consumption behind the US and China. As Forevermark, a part of the De Beers group of companies, our purpose is to grow the diamond business in the country. With the new campaign, our strategy is to encourage women to increase their average consumption to a half carat sized diamond. The biggest opportunity we want to capitalise on is the growing trend for ‘self-purchase’, as an empowering and joyous sign of their belief in their own achievements.
Diamonds are becoming symbols of a wider range of emotions such as pride, happiness and achievement and most women these days are breaking clichés by buying diamonds for themselves. A half-carat diamond characterises this large percentage of women who are financially independent and have the power to invest in the reflection of their self-worth and hard work. ‘The Better Half Within Me’ campaign has been conceptualised to define this emotional connect between a woman and a half-carat diamond, as the perfect expression of her personal achievements.
For the campaign, Forevermark has conducted an extensive research commissioned through Kantar IMRB. What are the key findings of the study?
Our research showed that Indian women are combining strength with femininity. They are beginning to enjoy increasing levels of economic power and while celebrating their achievements within the context of their family, they are focused on their personal growth as an individual. The half carat characterises a sense of pride that is anchored in achievement and the ability to subtly flaunt the product they own.
“Diamonds are becoming symbols of a wider range of emotions such as pride, happiness and achievement and most women these days are breaking clichés by buying diamonds for themselves. A half-carat diamond characterises this large percentage of women who are financially independent and have the power to invest in the reflection of their self-worth and hard work.” Sachin Jain, President, Forevermark India”
What was the thought process behind this campaign?
Through extensive commissioned research, it was found that Indian women are slowly changing the meaning of femininity by combining grace with essential strength. The insight was simple – women are seeking to express their own choices and find within themselves the reason to realise their own dreams. This determination is their better half within them. Half carat diamonds from Forevermark are a tribute to this bold, bright and beautiful better half within every woman.
Who is the target audience for ‘#BetterHalfWithinMe’ campaign?
The ‘#BetterHalfWithinMe’ campaign is strategically targeted at the woman who is financially independent and has the power to invest in the reflection of her self-worth and hard work. She is someone who is conscious of her choices as a self-aware individual and has discovered that her better half lies within herself.
Kindly give the details of the collections showcased in the campaign?
The campaign features a timeless design, expertly crafted to reveal the full beauty of a half carat Forevermark diamond. The four-pronged mount delicately cradles the precious Forevermark diamond at its centre, a design specially fashioned to allow maximum light through the diamond’s facets and create that inimitable diamond sparkle.The design truly offers the diamond centre stage, allowing it to fully shine. In this way, the Forevermark promise of exceptional beauty is clearer and more brilliantly realised than ever before.
What particular objectives will Forevermark aim to achieve in India with the ‘#BetterHalfWithinMe’ campaign?
The objective of the campaign is to promote Forevermark and its attributes as a tribute to the target audience’s aspirations and dreams in a manner that reflects their personality. It is also to encourage self-purchase for non-occasion wear.
In what ways is the campaign designed to be relevant to the Indian diamond jewellery retail discourse today?
Traditionally, a majority of Indian women purchase their own jewellery. The campaign highlight will help the gems and jewellery industry identify non-occasion purchases, tying life’s important moments such as promotions, school admissions, personal ambitions, etc. This is an important evolution for Indian woman and this campaign brings to life self-purchases that celebrate themselves and help them achieve life’s modern milestones.
The generation Z, the post millennial age group and future consumers, who are inseparably connected to technology, have a high expectation of transparency when buying something as precious and rare as diamonds. How will the new campaign address these challenges in the Indian market?
The new campaign is targeted at the modern Indian women who are bold, beautiful and brilliant. The choices of Gen Z are still evolving and they haven’t come into their full power yet. We have a compelling product with values that are intrinsically linked to their preferences such as having a powerful story of origin, responsible sourcing and ethical business practices that are backed by strong proof.
Where do you see this campaign going in the future?
The campaign message is here to stay. Women will continue to recognise and express their strengths and we see this as a powerful message to give Indian women to continue to be bold, brilliant and beautiful.