On October 3, De Beers Group launched a major natural diamond campaign meant to drive consumer awareness and desire and promote retail engagement. The campaign, undersigned “A Diamond Is Forever,” highlights the colour spectrum of natural diamonds, drawing inspiration from the colours of the desert landscape. Including white diamonds, the palette celebrates warmer white tones, sunlit champagnes, ambers and deep whiskeys. This allows any retailer who carries natural diamonds, regardless of their place on the colour scale, to talk to their customers about Desert diamonds. With no design mandates or participation fees, Desert diamonds, the company’s first category-lifting program in over a decade, is one in which everyone can participate.

In parallel, De Beers Group has launched a refreshed education platform, an app called Diamond Education that is downloadable for free on both iOS and Android platforms. The app can be accessed by any sales associate and provides “snackable” diamond education content via short videos, podcasts, interactive games and sharable material. Store associates will learn valuable new facts and language through the complimentary app, making learning accessible anytime, anywhere. The app is designed to inspire pride in the profession and foster a deeper connection to natural diamonds with new content becoming available weekly, including training on how to best represent new and/or existing merchandise as “Desert diamonds.”

Join A Diamond is Forever on adiamondisforevermarketing.com to download continually updated, complimentary marketing assets designed for multiple media channels, and to stay up to date on the latest news and information from A Diamond Is Forever.