De Beers has announced a holiday marketing campaign to increase consumer demand for diamond jewelry. 

The campaign, which is described in a release as a “call to action” advertising campaign, will target men purchasing diamond jewelry for their partners. It will feature “classic diamond products”—including diamond solitaire rings and necklaces, three-stone rings, stud earrings, and diamond bands—alongside attention-grabbing text to intended to “create a sense of urgency.”

A mock-up provided to JCK, with the caveat that it is not final, features the tagline It wouldn’t be Christmas without the ornaments, accompanied by an image of diamond studs. 

The ads will run in the United States and China and “will employ a combination of marketing approaches, including a new focus on digital channels.” The campaign will debut in late November, around Thanksgiving, and run through Christmas.

“We are delighted to add these new initiatives to our existing Forevermark activities over the holiday season,” said Philippe Mellier, De Beers Group CEO. “This will help to stimulate downstream demand for polished diamonds and create renewed momentum in the diamond sector at a crucial point in the year.”

This is the second major campaign that De Beers has introduced this year. The company announced in May that it was bringing back the popular “A Diamond Is Forever” slogan in its Forevermark advertising.

Courtesy of De Beers

A mock-up of the new De Beers campaign

JCK