The First Ripple

Insight

Even the world’s biggest changes start small.

Progress often feels like it’s achieved by the trailblazers alone, but all women have the power to effect change. No matter how big or small, one step has the power to pave the way for others. This is the ripple effect.

In their latest jewellery collection, De Beers Forevermark wanted to create a ripple, from product concept to launch experience, to redefine retail.

A close-up of a hand with a ring gently reaching toward a smooth, reflective surface, creating a soft reflection. The image has a calming, pastel gradient background.

Idea

Embodying the First Ripple.

Forevermark Avaanti™ is inspired by the impact just one small act can ignite. De Beers Forevermark and AKQA collaborated to craft each step of the creative journey from product design, naming and the rigorous testing process that followed. Taking its name from the Italian word avanti, which means forward, this sparked a momentum that carried onwards and into the launch.

Two elegantly manicured hands with nude nail polish are posed gracefully. One hand wears a gold ring with a small stone, and the other wrist has a delicate gold bracelet with a gem. The background is softly blurred.

A collage of women showcasing various gold jewelry pieces, including rings, bracelets, earrings, and necklaces, each styled with elegant clothing and posed against neutral backgrounds.

Launched on International Women’s Day, awareness was harnessed through traditional TVC, social style guides, cinemagraphs, ASMR films, an AR filter, plus a virtual store. Forevermark’s online presence was redefined to delight an immersed audience, ready to shop and unleash their own ripple on the world.

Black and white architectural floor plan showing a rectangular building with a central aisle, side rooms, stairs, columns, and a large domed area at the far end labeled Hero Floor Plan.

A gold, nail-shaped bracelet with a diamond tip floats above turquoise water, with a modern stone wall, a potted plant, and an ocean view in the background. Another bracelet is displayed on the wall.

A rose gold diamond ring is displayed on a pedestal in an open, arch-lined courtyard with vines and a view of the ocean under a partly cloudy sky. Another ring is visible on a distant pedestal.

Two rose gold diamond rings are displayed on tall stone pedestals above a reflective pool, with a backdrop of an elegant courtyard featuring arched walls, potted trees, and a view of the sea under a pastel sky.

Impact

The Wave.

To fully embody the spirit of Forevermark Avaanti™, some of the brightest female creative talents were invited to join as the collection was brought to life. This in turn helped to amplify their voices within the industry, creating ripples of their own.

De Beers Forevermark recorded strong performing social content: a higher engagement rate of 1.1x against all other campaigns across Instagram and 1.2x against Facebook.

A woman in a white outfit stands on a circular platform surrounded by large curved screens displaying a serene water scene with gentle ripples in pink and blue tones.

A woman in white stands on a stage in front of a backdrop of clouds and sky, performing with expressive hand gestures, while a camera is visible in the foreground filming her.

A woman in a white sleeveless jumpsuit stands on a circular stage, raising her hands gracefully. A large, blurry image of a necklace and skin is projected behind her, creating an artistic, dramatic backdrop.

A woman with long, wavy blonde hair wearing a sleeveless white top touches her ear and looks slightly downward against a soft blue background. Light shines on her hair, creating a gentle, serene atmosphere.

A person in white stands with raised arms in front of a large, curved screen displaying waves and sky, surrounded by silhouettes of cameras and equipment in a dark studio.

All women should be celebrated and feel inspired to embrace their inner strength, that’s what Forevermark Avaanti™ is about. The project is a reminder that women should never underestimate their power to create an impact.

Jo Blake,  Head of Brand and Content, De Beers Forevermark