Elegano.com

The design of pieces in De Beers' "Everlon Diamond Knot Collection," like this pave diamond ring, is based on the Hercules knot, an ancient Greek symbol of strength.

London--After months under wraps, De Beers unveiled its "Big Idea" for the fourth quarter, a line of knot-shaped diamond jewelry intended to remind consumers that the strength of a couple's love never unravels, even in the toughest times.

The "Everlon Diamond Knot Collection" motif is based on the Hercules knot, an ancient symbol of strength, with each piece featuring a diamond at the knot's center. De Beers created the Everlon name, product logo and central collection of pieces, but unlike "beacons" of past years, such as Journey or three-stone diamond jewelry, not everyone can pick up Everlon and run with it.

This year, De Beers is sharing the costs of the trademarked program with Diamond Trading Co. (DTC) sightholders that have opted in, as well as retailers who had to pay fees to sell Everlon, says Jamie Caldwell, director of the Diamond Information Center (DIC), De Beers' U.S. marketing arm.

De Beers wouldn't confirm the per-jeweler costs (one jeweler said it was $3,000 per store) but said those dollars will help fund what it calls a "groundbreaking cooperative marketing approach."

Out of the DTC's 79 sightholders, four met the deadline to sign on for Everlon: Elegant Collection/Jasani, JBDM, Pluczenik and Rosy Blue, as did 300 independent retailers and 10 major retailers: Ben Bridge Jeweler, Fred Meyer Jewelers, Helzberg Diamond Shops, J.C. Penney Co., Macy's, Reeds Jewelers, Riddle's Jewelry, Sam's Club, Samuels/Rogers Jewelers and Zale Corp.

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