De Beers Group has introduced a new marketing campaign titled “Forever Present” to promote natural diamonds as a preferred choice for holiday gifting in the United States. This campaign marks the return of the well-known tagline, “A Diamond Is Forever,” which was reintroduced to De Beers’ marketing efforts last year.
The campaign emphasizes the suitability of natural diamonds for various gifting occasions, highlighting their value in celebrating relationships with family, friends, and romantic partners. Framed around the idea that “natural connections deserve natural diamonds,” the initiative positions diamonds as a symbol of emotional significance and lasting memories.
The promotional materials feature diverse real-life couples, portraying moments of significance and milestones that natural diamonds can help commemorate. The campaign includes designs such as stud earrings, tennis bracelets, anniversary bands, three-stone rings, and solitaire pendants, aiming to attract a wide range of gift-givers in the U.S. market.
To maximize its reach, the campaign will be distributed across national digital platforms, social media channels like Instagram and TikTok, and out-of-home locations such as major airports. De Beers will also provide campaign assets free of charge to U.S. independent jewelry retailers to assist them in their holiday marketing efforts.
Sandrine Conseiller, CEO of De Beers Brands, stated that the campaign builds on De Beers’ legacy of inspiring demand for natural diamonds. By combining the iconic tagline with contemporary messaging, the company seeks to position diamonds as the ideal choice for marking significant life moments.
“Forever Present” complements the recently launched “Worth the Wait” campaign, which targets Millennial and Gen Z audiences preparing for engagements. In contrast, “Forever Present” aims to appeal to a broader audience, focusing on the emotional connections and memories that natural diamonds help create during the holiday season.