De Beers is investing in diamond marketing again — but the industry can’t sit back and relax.
📜 A Legacy of Love and Advertising
Back in 1941, De Beers told jewelers: “Defense Is in Cahoots with Cupid!” The wartime marriage boom was good for diamond sales, and jewelers jumped on board. Then came the timeless slogan: “A Diamond Is Forever.” That single line became the heartbeat of engagement traditions.
🛑 But Then... It All Changed
De Beers ditched the “category marketing” and launched Forevermark, betting that individual brands could boost the whole market. It sounded smart, but didn’t quite hit. Meanwhile, marketing evolved — consumers wanted real stories, not old-school ads.
📉 The Fallout
Jewelers didn’t fill the gap. Efforts like Forevermark fizzled. Even when the Diamond Producers Association (DPA) turned into the Natural Diamond Council (NDC) in 2020, the industry stayed passive. While lab-grown diamonds gained steam, many in the trade embraced them for their high margins. Meanwhile, De Beers launched Lightbox to battle synthetics — only to see it shut down.
💸 Today’s Dilemma
De Beers is back in the game, and the NDC is trying hard. But:
- Funding is weak. Alrosa’s exit after Russia’s invasion of Ukraine left a gap.
- Old tactics won’t work. Consumers are now values-driven. Slogans alone won’t win hearts.
🌟 The New Playbook
Retailers must tell real stories. Wholesalers should think like brands. It’s not just about ads — it’s about social media, authentic experiences, and engaging content.
🤝 Everyone has to step up. The old days are gone. The only way forward is collective effort + individual action.