Can These Three Words ‘I Forever Do’ Change the Anniversary?

It has long frustrated the Diamond Trading Company (De Beers' marketing arm) that, while the road to a wedding begins with a diamond engagement ring, attempts to link diamonds to wedding anniversaries have had mixed success. The DTC considers anniversaries to be—in the words of account director Richard Lennox—a "juggernaut of an occasion": 150,000 couples celebrate their anniversary each day. Diamond jewelry is more desired as an anniversary gift than any other luxury good. 65 percent of women want to receive a piece of diamond jewelry for their anniversary. Only 6 percent receive one—in fact, diamond anniversary jewelry sales for the past several years have been flat. But this year the advertising team for the DTC had an insight they think will change all that. The problem, they concluded, is not with diamon

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