Forevermark expands e-commerce, launches capsule collection

Michelle Graff

Forevermark is expanding its website’s capabilities and launching a bridal capsule collection in collaboration with a well-known stylist, executives announced at the recent, virtual Forevermark Forum.

In a presentation streamed Thursday Mai 25, Forevermark U.S. President Charles Stanley gave a long list of updates on developments to, which included the brand selling more jewelry online directly to consumers while still profit-sharing with retailers.

The diamond brand will sell all Forevermark collections online—the Engagement & Commitment Collection, Classics, the new Forevermark x Micaela bridal collaboration and Tribute, which it has sold online since late 2018.

Retailers that carry Forevermark also now will be allowed to sell these collections online.

Stanley also listed a number of other improvements on tap for, including:

Updating the site to have a single store locator that includes icons representing which collections each store carries;

Linking a store’s actual inventory to the site so consumers can see the in-store availability of exact product;

— Developing a “legally compliant” process to share the information of customers who buy on with jewelers; and

— Introducing a virtual try-on tool that can be used by consumers both on and in stores.

More information about when these enhancements will go live is forthcoming, he said.

Stanley cited statistics regarding the importance of integrating the in-store and online experiences.

He said while more than 80 percent of all diamond jewelry is still bought in physical stores, 78 percent of shoppers use at least one omnichannel service, like booking an appointment or looking up inventory online, or buy online, pick up in store.

Of shoppers who choose to buy online and pick up in store, also known as BOPIS, 21 percent made an additional purchase when they came in to get their item, and 15 percent did so when coming in to return an item they bought online.

 “The current crisis has accelerated consumers’ online activity, resulting in them wanting even more dynamic and seamless shopping experiences,” Stanley said during his presentation.

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Source National Jeweler 

Our new normal means we can no longer think of physical stores and e-commerce in separate buckets..." Charles Stanley

Photo © Forevermark, National Jeweler, DR.