Forevermark Holiday Campaign

DE BEERS TO MAKE A HUGE INVESTMENT IN MARKETING

De Beers is planning to boost its marketing budget to $140 million this year – the most the diamond miner has spent on advertising diamonds since 2008, according to a press statement quoted by Gem Konnect. During the 2000s, De Beers spent about $100 million a year on diamond marketing.

 

De Beers stressed that it will focus on its three largest markets – US, China and India. According to the piece, De Beers “will now focus most of its attention on its Forevermark and De Beers Diamond Jewellers brands and also increase contributions to the Diamond Producers Association”.

 

Stephen Lussier, head of marketing at De Beers, said: “We cannot take future growth for granted. Increasing our spend from a strong position will help support continued demand in both mature and developing markets, particularly among millennials”.

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