De Beers to Promote Diamond Value

De Beers plans to double its marketing budget this Christmas to its highest level ever—with a campaign built around the idea that “diamonds are the ultimate icon of enduring value.” The campaign is aimed at persuading consumers to “think about diamonds as things that last,” said De Beers external and corporate affairs director Stephen Lussier. “It's the idea that if diamonds hold a value, that makes them a smart thing to buy.” Lussier noted that De Beers conducted research at the height of the financial crisis and found consumers were looking for fewer, better things. “We have all had a life of plenty,” he said. “But how many of those things endure, and how many of those things do you really treasure? How many of those things have significant meaning and are things that you keep and pass on and not just send to the thrift shop—particularly in the fashion era, wh
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