The campaign pays homage to the 1947 slogan while focusing on diverse relationships and celebrating milestone moments. Emphasizing the emotional connections that natural diamonds symbolize, the campaign’s message is clear: 'natural connections deserve natural diamonds'.

Targeted at a wide spectrum of US gift-givers, 'Forever Present' will be featured across digital platforms, social media, and major airports nationwide.

This launch follows De Beers' recent 'Worth the Wait' campaign, a collaboration with Signet Jewelers. That initiative addressed the unique challenges faced by Zillennials (those aged 30 to 35) as they navigate self-discovery and seek enduring partnerships.

Sandrine Conseiller, CEO of De Beers Brands, commented, “De Beers' iconic natural diamond campaigns have shaped the desire for natural diamonds over many decades. We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines, 'A Diamond is Forever', this holiday season.”

The tagline was last featured in a global ad campaign in 2021, continuing its legacy as a symbol of enduring love and connection.