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DE BEERS PRESSES HIGH-TICKET SALES De Beers is concentrating on inducing U.S. consumers to buy more expensive diamond jewelry this year, following an encouraging increase in 1994 diamond jewelry sales. U.S. retail diamond jewelry sales hit a record $13 billion, up 7% from 1993, according to the Diamond Information Center of N.W. Ayer & Partners, De Beers' U.S. advertising agency. The outlook for 1995 seems even better. An Ayer survey found 70% of retail jewelers anticipate higher diamond sales; only 13% believe sales will decline. The number of pieces of diamond jewelry sold last year increased 4%, while the average price per piece rose 3%. Strong consumer confidence, an improving economy and De Beers' ongoing marketing programs were cited as the reasons for the increase. "To continue this momentum, the thrust of the De Beers 1995 marketing campaign in the U.S. is to further
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