De Beers Group is reintroducing its “A Diamond is Forever” tagline, backed by a US$20 million investment to support consumer demand for diamonds in the US and China as the holiday season approaches.  

The category investment will be incremental to De Beers’ ongoing brand initiatives as the company reinstates its iconic “Seize the Day” campaign, now modernised to resonate with a new generation, according to De Beers.  

De Beers is launching the initiative through traditional media and influencer-created content in the US and China, aided by the US$20 million investment, to target end-customers in time for the major gift-giving holiday season. Campaign materials are likewise available to the trade free of charge.

David Prager, chief brand officer of De Beers Group, said ‘A Diamond is Forever’ has perfectly encapsulated the symbolic promise of a natural diamond for more than 75 years.

Al Cook, CEO of De Beers Group, commented, “By investing ahead of the holiday season, we aim to support the industry, drive consumer demand and underline our confidence in the future of the diamond dream.” 

Meanwhile, De Beers announced that its lab-grown diamond (LGD) brand, Lightbox, has concluded its engagement ring test and will instead continue to focus on fashion jewellery and loose stones as these present promising opportunities in the LGD sector.

The engagement ring test reinforce existing insights indicating that the “commercial proposition for many LGD engagement ring offers is likely unsustainable,” the company stated.