De Beers Announces Generic Holiday Campaign



In June, a young industry member was taking a cigarette break outside the Jewelers for Children (JFC) dinner at JCK Las Vegas. She met another smoker who described himself as “from De Beers.” The woman, according to an anecdote posted on Facebook by industry writer Peggy Jo Donahue, proceeded to criticize his company for cutting out generic advertising in the United States, saying it had hurt diamond demand. It was only later that night, when he received an award from JFC, that the woman learned she had just harangued De Beers CEO Philippe Mellier. It’s hard to say whether the Las Vegas encounter had an effect on Mellier, or if falling diamond sales at De Beers’ August sight were the motivating factor, but the chief executive announced in late August that De Beers would introduce a “category-driving” campaign for diamonds and diamond jewelry for the first time in seven
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