The allure of natural diamonds: More than just marriage

    As the perception of diamonds evolves from occasional wear to everyday luxury, De Beers is tapping into their broader appeal.
    Image: De Beers Weibo
    Jing DailyAuthor
      Published   in Hard Luxury

    Editor’s note: This story is part of Jing Daily’s latest report, Diamonds Reimagined: How China’s New Generation Redefines Luxury Through Self-Fulfillment. Download the report to unravel the intricate market trends, consumer behaviors, and economic drivers propelling the natural diamond sector towards sustained growth.

    In recent years, natural diamonds have been repositioned beyond their traditional association with marriage, tapping into the broader appeal of premium lifestyles and personal achievements. This shift is transforming the diamond market, presenting new opportunities for brands to engage with a diverse audience.

    Diamonds as symbols of personal success#

    Modern branding strategies now encourage the self-purchase of diamonds, celebrating personal milestones and achievements, or simply acts of self-love and independence. This narrative positions diamonds as personal rewards, symbolizing success, confidence, and empowerment. As a result, diamonds are becoming popular markers of significant life events, resonating with individuals who value elegance and permanence.

    Everyday luxury#

    The perception of diamonds is also evolving from occasional wear to everyday luxury. By demystifying diamonds, brands are promoting them as accessories for daily self-expression rather than reserving them for rare celebrations. This approach appeals to a generation that embraces luxury in everyday life, viewing diamonds as versatile pieces suitable for various settings, from the boardroom to casual gatherings.

    Integrating diamonds with lifestyle#

    Aligning diamond brands with lifestyle elements such as fashion, art, wellness, and social causes is another key strategy. Collaborations with influencers, artists, and community initiatives help embed natural diamonds within the fabric of modern culture. This positions diamonds not only as symbols of status but also as integral parts of creative, wellness-focused, and socially engaged lifestyles.

    Emphasizing sustainability and ethics#

    With growing consumer demand for ethical and sustainable products, brands are highlighting their commitment to responsible sourcing, conservation, and community development. This aligns with modern consumer values, adding layers of value and prestige to diamond ownership by associating it with positive global impact.

    Exclusive experiences and brand stories#

    Offering exclusive experiences and crafting compelling brand stories around diamonds enhances their appeal. This includes bespoke jewelry design services, private viewings, and narratives that connect diamonds with unique, once-in-a-lifetime experiences. Such strategies resonate deeply with consumers seeking extraordinary and meaningful luxury.

    Case study: De Beers Group’s campaign revival#

    In 2023, De Beers Group relaunched its iconic “A Diamond Is Forever” slogan, blending tradition with modern digital strategies to engage today’s diverse consumers. This campaign aimed to rekindle the allure of natural diamonds while reflecting contemporary values and lifestyles.

    In 2023, De Beers Group reintroduced its ‘A Diamond is Forever’ tagline. Image: De Beers Group
    In 2023, De Beers Group reintroduced its ‘A Diamond is Forever’ tagline. Image: De Beers Group

    Strategic approach: De Beers’ campaign employed a versatile media strategy, merging digital, traditional, and influencer marketing to reach various consumer segments. The “Seize the Day” theme underscored diamonds’ timeless appeal through modern narratives that resonate with younger generations. The campaign featured offline events like a diamond-inspired art exhibition in Hong Kong and a media reception in Beijing, directly engaging consumers and showcasing the intrinsic beauty of natural diamonds.

    Impact: By integrating digital engagement and influencer programs, De Beers successfully positioned natural diamonds as the ideal choice for celebrating romantic commitments and personal milestones. This reinvention of the classic slogan demonstrated the brand's commitment to maintaining diamonds’ status as eternal emblems of beauty and love, adapted to today’s consumer values.

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