Diamond giant De Beers has unveiled a new marketing campaign, Forever Present, designed to boost demand for natural diamonds during the current holiday season in the United States, as reported by Rough&Polished.
De Beers stated that the campaign incorporates the iconic slogan ‘A Diamond is Forever,’ which was reintroduced into the company’s marketing efforts in 2023.
The new campaign features real-life couples celebrating meaningful life milestones with their closest loved ones. It highlights classic jewelry designs and targets a broad U.S. audience currently shopping for holiday gifts.
The campaign will run across digital platforms and prominent billboards, including major airports. De Beers will also provide retailers with free access to campaign materials to support the promotion of natural diamond sales.
De Beers recently launched another campaign, Worth the Wait, in collaboration with Signet. This initiative focuses on young adults preparing for engagement. The new Forever Present campaign is designed to complement it, appealing to consumers of all ages.
Watch the campaign here:
