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How De Beers Plans to “Seize the Day” With Its New Campaign for Diamonds

Uneven diamond demand led De Beers to create its first “category-driving” campaign in seven years, company executives tell JCK

“As we have seen the year play out, we have seen overall growth looking more flat than we anticipated at the start of the year,” says De Beers executive vice president of global sightholder sales, Paul Rowley. “We needed to do something to boost the category. So in addition to marketing for the Forevermark, we have decided to do something in a more sort of generic direction.” 

Uneven diamond demand led De Beers to create its first “category-driving” campaign in seven years, company executives tell JCK.

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JCK Staff

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