Market Place

DE BEERS FOCUSES ON SOLITAIRE NECKLACE, QUALITY De Beers’ marketing agenda continues to focus on programs which increase consumer demand for quality and boost sales of the diamond solitaire. As the market experiences unprecedented growth, says Derek Palmer, De Beers’ regional director for the Americas, programs such as the Diamond Solitaire Necklace have increased consumer demand for larger, better-quality diamonds. The shadow knows: De Beers’ research shows 85% of American adults are familiar with its signature “Shadows” television campaign. “Shadows” will return this year, with copy focusing more exclusively on the diamond solitaire. This revised campaign will launch nationally in late 1998. Solitaire-focused print advertising and marketing have helped drive consumer desire for and sales of solitaire designs, says De Beers. Recognizing that a woman’s desire for a

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