De Beers to Pitch Three-Stone Jewelry for Christmas

De Beers is ramping up its "three-stone jewelry" campaign with a Christmastime commercial and print ad campaign. The new ads take the "past, present, and future" positioning De Beers used for the three-stone anniversary ring and expand it to earrings and necklaces. But while the new campaign asks readers to "celebrate [their] life together" with three-stone pieces, it doesn't mention anniversaries specifically. The thinking is that the pieces could be given for other milestone events such as weddings, graduations, the birth of a child, and significant birthdays. "The idea of 'past, present, and future' makes the pieces more meaningful to the consumer," notes Brandee Dallow, spokeswoman for the Diamond Information Center, De Beers' U.S. public relations arm. "It's appropriate for any momentous occasion where a couple or an individual wants to celebrate accomplishments or time spent to

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