Male shoppers in the United States and China are the focal point of a diamond marketing campaign De Beers is launching for the holiday season.
The company says the goal is to generate increased consumer demand in the world’s two leading markets for diamond jewellery among men buying gifts for partners.
“We are delighted to add these new initiatives to our existing Forevermark activities over the holiday season,” said Philippe Mellier, De Beers Group’s chief executive officer (CEO). Â
“This will help stimulate downstream demand for polished diamonds and create renewed momentum in the diamond sector at a crucial point in the year.”
According to the company, the campaign will use a combination of marketing approaches, including a new focus on digital channels to drive demand from users of online and mobile media.
Classic diamond products such as solitaire rings, diamond solitaire necklaces, three-stone rings, ear studs, and diamond bands will be highlighted. The category marketing activity will be in addition to Forevermark’s ‘A Diamond is Forever’ holiday campaign, which will incorporate a new product initiative to be announced in the coming weeks.
