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.

The Journey Diamond Jewelry campaign is designed around the concept that love is a progression or evolution, and grows stronger as couples stay together. The symbol of this progression and growth is the shown by four or more diamonds graduated from small to large. To qualify for the concept of Journey Diamond Jewelry, the jewelry must have diamonds as the only gemstone, graduate in size from small to large (but not small to large to small), and have at least one “significant” diamond. This marketing campaign differs in direction from previous efforts by DTC in that the focus is on jewelry items other than rings, primarily pendants and earrings. Because Journey Diamond Jewelry can be designed in hundreds of different styles and sizes, there will probably be a style for every occasion and budget.

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.