De Beers Embracing “Different Model” of Marketing

In December, JCK first reported that De Beers’ U.S. advertising account, a trade institution for decades, was shutting down, along with its Diamond Promotion Service and Diamond Information Center divisions. Instead, De Beers is putting its entire U.S. marketing budget behind the Forevermark, a line of inscribed diamonds that it has introduced throughout the world. To that end, Forevermark USA recently set up an office in Stamford, Conn., under the direction of De Beers veteran Charles Stanley. In an exclusive interview, Stephen Lussier, the CEO of Forevermark and De Beers’ executive director, explained what this change will mean for U.S. retailers. JCK: How should people view the changes in De Beers’ U.S. advertising? Stephen Lussier: We want to remain at the ­forefront of diamond marketing in America. The difference is now we want to work together with partners in a more selecti

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