Here is some good news …
De Beers has committed to laying out some extra advertising money in the U.S. this holiday, although not for the standard generic promotions (though those will still be around.) The money will go to what spokeswoman Louise Prior calls “a special allocation of DTC co – op marketing funds.”
This is not part of the wider De Beers generic marketing programme but is a demonstration of the DTC’s ability to listen and respond to our Sightholders and work closely with them as leaders of the diamond industry.
These financial contributions will help support marketing initiatives with the Sightholders’ chosen downstream partners to grow consumer demand for diamond jewellery during the last quarter of this year.
This is an initiative as part of our Sightholder services portfolio and was made available to all Sightholders who were able to drive incremental sales with their downstream partners, wherever they operate. We have informed qualifying Sightholders this week.
De Beers has already said that a bigger percentage of its overall budget than usual will go towards the holidays. So hopefully the industry will have a decent presence on the airwaves this Christmas.