JCK Show 2021 / JCK Talks

Luxury 2021 De Beers Keynote—The Power of Purpose-Led Brands: How Values Create Value (Video)


While consumer demand for diamond jewelry has been making a significant comeback following the pandemic lockdowns of 2020, consumers are also actively evaluating companies against environmental, social, and governance (ESG) criteria and choosing to engage with brands that are demonstrably purpose-led. Join De Beers Group executive vice president Stephen Lussier and chief brand officer David Prager to hear why De Beers sees this shift as a tremendous opportunity, rather than a risk, for the diamond industry, and what De Beers is doing to transform its own brand to connect differently with consumers.

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