One retail jeweler who's paid to take part in the Everlon Diamond Knot Collection program is sending a message to those making a play for De Beers' love-knot design, www.nationaljewelernetwork.com reported.
The message, in an ad created by authorized Everlon dealer J. Dennis Petimezas, owner of Watchmakers Diamonds and Jewelry in Johnstown, Pa., reminds the public that "Fakes Are Never in Fashion" and includes the Everlon logo created by New York advertising agency JWT for De Beers.
"Accept no substitute," the ad states, while also noting that pricing for his store's Everlon pieces start at $199.
Petimezas said the ad runs in two newspapers, and he is considering a billboard for 2010.
"To what extent it will help, I don't know. But we all feel better that we have made a statement to our competitors who are engaging in unethical if not illegal activity relative to contract, patent and copyright issues in the manufacturing and marketing of Everlon knockoffs," he said.
He also said that while the program is doing well for his store, the marketing effort and cost of buying in are, without a doubt, diluted by unauthorized parties who copy and sell the knot design.
Launched in September, Everlon is the latest in a line of diamond jewelry concepts created by De Beers, such as three-stone and Journey, to stimulate fourth-quarter sales.
Unlike past programs, however, Everlon is not open to everyone. The sightholders and retailers who wanted to work with Everlon had to help De Beers shoulder a portion of the program's costs.
In a November interview with National Jeweler, Sally Morrison, interim U.S. director in charge of the De Beers account at JWT, noted that they would take legal action to protect trademarked Everlon designs.
At the time, she said that at least two companies agreed to stop selling offending designs after receiving cease-and-desist letters from De Beers.
Petimezas said JWT fast-tracked the review and approval of his pro-Everlon ad and is very pleased that they did so.
"Timing is everything now," he said.
Jamie Caldwell, director of the Diamond Information Center at JWT, confirmed that they have had other retailers advertise themselves as authorized Everlon dealers.
"We certainly encourage them to," she said.
