De Beersâ new campaign to stimulate diamond sales
Stephanie Chan Jeweller Magazine Oct. 13
Underscoring the importance it places on diamond branding, De Beers Group has announced a âmajor investmentâ in advertising for the Christmas-New Year trading period. Spanning a range of advertising mediums, the campaign includes a short film-style television commercial, print advertisements as well as social media promotion using the hashtag #TheOne. It also marks the return of the iconic âA diamond is foreverâ slogan.