25/11/2025
NATURAL DIAMOND MARKETING
It’s time for the natural diamond industry to ramp up its marketing efforts and win the trust of a new generation of consumers. This is the only way for natural diamonds to remain relevant to younger buyers. The iconic De Beers “A Diamond Is Forever” tagline, crafted by copywriter Mary Frances Gerety at N. W. Ayer & Son, leveraging strategic advertising, celebrity placements, and emotionally resonant storytelling, offers timeless lessons in staying culturally and psychologically attuned.
Today, similar marketing strategies are being applied with a modern twist. Check out my latest article for on how the diamond sector continues to innovate and revisit these approaches that once so expertly captured the cultural zeitgeist and shaped consumer behaviour.
My latest article highlights how the Luanda Accord, Natural Diamond Council (NDC), De Beers Group, World Federation of Diamond Bourses (WFDB), and Antwerp World Diamond Centre (AWDC) are rolling out a coordinated wave of fresh campaigns, laying the groundwork for the next century of natural diamond marketing.
➡️Watch this space.
official