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DeBeers is reviving the iconic tagline ‘A Diamond Is Forever” for the Holiday Season this November.
DeBeers Group is the world’s largest leading diamond company with expertise in diamond exploration, mining, grading, marketing & retail.
Around the 1930’s due to the decline of diamond sales after The Great Depression, the DeBeers was desperate to increase their marketing strategies.
Advertising, branding and marketing played an important role in the rise of diamond sales. Francis Gerety was employed in a Philadelphia based advertising company, Ayers Advertising Company. She was a woman working in a ‘mans’ world’ in that time. At the agency she was given the DeBeers account considered a woman’s product and hired to write for DeBeer to create a need for engagement ring parallel to love & diamond.
In 1947, she had finished working on ads and was heading for bed, when she realised, she had forgotten to create a signature line for the latest DeBeers campaign. Exhausted she scribbled something on a slip of paper before going to bed.
The next day, she presented it to boardroom full of me. Initially, they were hesitant. The four simple words were – A DIAMOND IS FOREVER, and the rest is history. It transformed the diamond & advertising industry forever. 
Many years later, in 1999 ‘A Diamond Is Forever’ was named as ‘The Slogan of the Century” by the Advertising Age.
‘A Diamond Is Forever’ is a symbol of the powerful & binding promises made by DeBeers. It encapsulates the security and eternal romance that comes with owning a diamond and it marks the sentiment of responsibility and commitment between two people.
Moving to year 2023, the DeBeers is putting an end to the Lightbox Lab Grown Diamond Engagement test run. The Light Box will continue to focus in the fashion jewellery sector and loose stones and will not sell LGD engagement ring.
DeBeers has announced to revive their iconic tagline ‘A Diamond Is Forever’ for the 2023 holiday season. It has set a benchmark to consistently sell natural diamonds. Natural diamonds is a timeless symbol of beauty and purity of love, commitment and respect. DeBeers will spend $20 Million ans is putting emphasis on natural diamonds. They have refreshed their ‘Seize the Day’ Campaign which made its debut in 1990’s and bringing its iconic tagline in advertising history back.
The ads are created to promote natural diamonds. It will launch in early November and will be run in 2 major markets – US and China.
Due to the slowdown, DeBeers campaign is designed to tap into diamond desire and drive the demand for natural diamonds. DeBeers CEO Al Cook Said, “By investing ahead of the holiday season, we aim to support the industry, drive consumer demand & underline our confidence in the future of the diamond dream”.
The most recent consumer research shows that luxury jewellery consumer prefers natural diamonds for special occasions and to mark significant relationship milestones.
DeBeers will work with leading industry organisations to communicate how retailers can access select campaign assets.
DeBeers is committed to supporting retailers to unlock the strong underlying desire for natural diamonds this holiday season.
IIG is proud to collaborate with DeBeers to teach the Diamond Foundation Course. Interested students can enroll for the course which hands out certificate for the same.
Visit the fastest-expanding premier education institute of the Gems and Jewellery Industry at our locations at Mumbai – Opera House & Andheri (East), Bengaluru, Kolkata and Surat.
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Author: – Charmi Soni Shroff
Being a part of the Gems & Jewellery industry for the last 15 years I garnered insights into gems, diamonds and jewellery. I have authored a handbook on casting techniques and various blogs on various methods of healing and meditation with gemstones. Presently working with IIG Mumbai as a writer, author, external spokesperson and PR representative.
IIG India
International Institute of Gemology is an educational institute imparting knowledge about Gems and Jewellery. IIG has educated over 1,00,000 professionals excelling in the Gems and Jewellery industry. An institute par excellence offers education programs with certifications that hold global credibility. Having a stronghold in the industry for five decades, IIG has accelerated the quality of education in the Gems and Jewellery sector. IIG works towards bringing the best practices of the Gems and Jewellery industry under one roof.