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Category: Marketing

De Beers rough diamonds image
De Beers rough diamonds image

De Beers to Shell Out Decade-High Funding on Natural-Diamond Marketing 

Company will create its own advertising and match contributions from countries.
Dave Marcotte, polished diamonds, Laryssa Wirstiuk images
Dave Marcotte, polished diamonds, Laryssa Wirstiuk images

Tossing Out Tradition: The New Age of Natural-Diamond Marketing 

As demand hits an all-time low, redefining what today’s consumers are looking for is a must for brands that want to attract new generations.
Rough diamonds in a shovel image
Rough diamonds in a shovel image

GJEPC Seeks India Govt. Funding for Diamond-Promotion Campaigns 

Council also wants help to develop a bourse in Jaipur.
Facets panel image
Facets panel image

Consumers or Investors? Diamond Panel Debates the Future

Session at Antwerp’s Facets 2024 conference tackles how to unlock the value of natural stones.
Jewelry-store display image
Jewelry-store display image

Promo Picks: Readers Weigh In on Holiday Campaigns

Two prominent companies tied for first place while one received no votes at all.
Forever Present holiday marketing campaign image
Forever Present holiday marketing campaign image

De Beers Introduces 2.0 Version of ‘A Diamond Is Forever’

New holiday campaign revives popular tagline to represent different types of love.
Rough diamond under inspection image
Rough diamond under inspection image

Diamond Market Dares to Believe in Botswana’s New President

Duma Boko’s election appears to be a positive development for De Beers and the industry, but uncertainty remains.
shashin choksi podcast image
shashin choksi podcast image

Podcast: The Need for Diamond Marketing

Lack of investment will lead to further losses, asserts Antwerp trader Shashin Choksi.
Lily James in the NDC campaign image
Lily James in the NDC campaign image

New NDC Campaign Spotlights Canada’s Diamond Industry

Marketing group still trying to compensate for funding shortfall.

How the NDC’s Gabrielle Grazi Made the Most of a Rare Opportunity

Multifaceted leadership: Meet the Natural Diamond Council’s vice president of retail strategy and partnerships.

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