MOST consumers can probably recall seeing past De Beers ads with themes like “A Diamond Is Forever,” “Past, Present and Future,” “Right Hand Ring,” and “I Forever Do.” This fall, the Diamond Trading Company (DTC), which is the marketing arm of De Beers, is launching the Journey Diamond Jewelry marketing concept.
By its very definition, the Journey Diamond Jewelry is marketed as an “anytime” gift that is not necessarily limited to engagement or anniversary occasions. The advertising will focus on the sentimental message of how love grows forever, making the gift especially meaningful.
History has shown that the De Beers marketing efforts have been some of the most successful in advertising in terms of creating and shaping demand for products worldwide. Watch this new marketing campaign unfold in the months ahead to see if De Beers can work their marketing magic once again.
Follow DiamondWorld on Instagram: @diamondworldnet
Follow DiamondWorld on Twitter: @diamondworldnet
Follow DiamondWorld on Facebook: @diamondworldnet