Some say a diamond is forever... but is its appeal?
Back in 1947, Frances Gerety scribbled "A diamond is forever" in the dead of night, unknowingly birthing a cultural slogan. Today, the natural diamond industry is still praying for a moment of equal brilliance—and desperately needs one.
From engagement ring wars to “rizz vs fizz” ad battles in Manhattan, natural diamonds are losing ground to lab-grown competitors. Michael Schechter’s viral LinkedIn post slamming the Natural Diamond Council’s guerrilla posters lit up the industry—150+ comments, and plenty of marketing shame.
Not everyone agreed. Industry veteran Hertz Hasenfeld says we need to fight back: "It's not mudslinging—it’s messaging." But do cringey street posters really win hearts?
🌍 Meanwhile, diamond-producing countries are facing economic risks. Millions of jobs depend on consumers choosing natural over lab-grown. And yet, the public is buying the lab-grown story: cheaper, conflict-free, and more sustainable.
📢 David Sherwood wants natural diamonds marked with a distinct visual signature. Cutter Maarten de Witte waxes poetic: “We don’t know how natural diamonds are made. Maybe they’re supernatural.” His pitch? Mystery. Emotion. Magic. Not clarity and cut grades.
👉 Should the diamond world go emotional like Swiss watches? “You never really own a natural diamond…” Sound familiar?
💡 What is clear: the industry needs consistent storytelling, not just one viral line. Campaigns need to be as strong and long-lasting as the stones they sell. And marketing can’t go quiet just because it’s hard.
🧠 Even De Beers, GIA, and Antwerp are back in the marketing game. The tools are there—but is the message getting through?
Lisa Bridge of Ben Bridge Jeweler said it best: “You need consistency of messaging.” Because that next “A diamond is forever”? It could be a late-night brainstorm away…