De Beers has a long history of driving growth in demand for natural diamonds and meeting the changing needs of new generations.
We are building desire for natural diamonds by reinvigorating our marketing approach, embracing new techniques and strategies that maximise customer reach and impact.
Collaborating with retailers is key to our new approach – reflecting their pivotal role in the journey our consumers undertake when they choose to buy diamonds - and our strategic relationships with leading global retailers, such as Signet Jewelers in the US and Chow Tai Fook in China, is part of our success.
De Beers and Signet
We announced a collaboration with Signet Jewelers in May 2024. Signet is the world’s largest retailer of diamond jewellery, and its iconic retail brands include KAY Jewelers, Zales, Jared, Diamonds Direct and Blue Nile. By combining Signet’s trusted brands, digital capabilities and extensive store network with De Beers’ expertise in creating iconic campaigns, we aim to use this collaboration to showcase the rarity and timelessness of natural diamonds for a new generation, ahead of an expected 25% increase in engagements over the next three years.1
Worth the Wait
In October 2024, we launched ‘Worth the Wait’, a natural diamond campaign focused on the themes of modern love and evolving relationship dynamics, targeted at soon-to-be-engaged younger couples. Using authentic storytelling that features real-world couples, the campaign illustrates the pressures and joys of love, as couples grow as individuals and in their relationships. This journey mirrors the strength and resilience of natural diamonds as they travel from deep in the Earth and are transformed into polished gems to reveal their true beauty.
Forever Present
In November 2024, we launched ‘Forever Present’, a natural diamonds campaign for the holiday season, which revived the iconic ‘A Diamond is Forever’ tagline. This campaign celebrates family, friendships and romantic relationships as ‘natural connections deserve natural diamonds’, making them the ideal choice for celebrating special moments with special people. We reinforce the notion that natural diamonds are a store of emotional value that enable precious memories to remain forever present.