Jeweller - December 2021

News
De Beers new global campaign
'A diamond is forever.' – Forevermark celebrates De Beers' famous 1947 slogan.
De Beers has launched a new global campaign reviving its iconic
“A Diamond Is Forever” slogan and centred on human relational
commitments to promote the brand.
Considered to be an ambitious move by company executives, the minutelong
“I Do” video highlighted the marketing strategy combining De Beers
Jewellers and De Beers Forevermark into a unified brand image.
Bruce Cleaver, CEO De Beers Group said, “For more than a century, De
Beers has played a central role in helping people express their enduring
commitment to their partner.
"Today we see a new generation of consumers who wish to communicate a
wider commitment: a commitment to their own personal development, to
their friendships, to their families, to society, and to the natural world.”
The campaign features the diamond jewellery range of the two De
Beers houses and focuses its message on the power of forging personal
commitments through traditional wedding vows to inclusive gender-neutral
relationships.
The company also reiterated
its commitment to adhering to
responsible and sustainable practices
with its code of origin initiative, which
determines the source of natural and
conflict-free diamonds.
“We want to invest in the name De
Beers, which we consider one of our
greatest brand assets,” David Prager,
De Beers executive vice president and
chief brand officer, told JCK.
“It’s a far more diverse and inclusive
campaign that you’ve seen from us before and, frankly, that you’ve seen
any diamond jewellery brand. It understands the diamond dream is for
everyone,” Prager said.
“The launch of the campaign marks a turning point for De Beers, and paves
the way for our ongoing commitment to being a purpose-driven company.
Solid Gold Collection
Established for over five decades, Classique is renowned
for high quality, elegant and ageless timepieces.
Classique’s range of Solid Gold watches come in various designs, some
featuring diamonds and are engineered with Swiss made movements.
Suitable for every occasion. Stylish, modern, classic, and timeless pieces.
"Our two Jewellery Houses come from one powerful brand that is proud to
stand for commitments by people all over the world, to what means most to
them,” Celine Assimon, chief executive officer, De Beers Jewellers and De
Beers Forevermark said.
“We lead by example, committing to creating a positive impact in the places
where our diamonds are found, and for the people that connect with them
along their journey,” Assimon added.
The “I Do” campaign marks a new strategy in De Beers' 133-year history.
classiquewatches.com