De Beers will launch a holiday marketing campaign to spur demand for diamond jewellery during the year-end holiday season in addition to Forevermark’s ‘A Diamond is Forever’ initiative, the leading diamond company on 25 August 2015.
Featuring classic diamond products such as solitaire rings, diamond solitaire necklaces, three-stone rings, etc, the new marketing campaign will be made in the two leading diamond jewellery markets – the United States and China – targeting men purchasing diamond jewellery as gifts for their partners over the holiday period. “The campaign will employ a combination of marketing approaches, including a new focus on digital channels to drive demand from the rapidly growing base of users of online and mobile media,” a De Beers statement said.
Philippe Mellier, chief executive of De Beers, said: “We are delighted to add these new initiatives to our existing Forevermark activities over the holiday season. This will help to stimulate downstream demand for polished diamonds and create renewed momentum in the diamond sector at a crucial point in the year.”
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