While De Beers stubbornly clings to the well-worn “A diamond is forever” slogan, the Diamond Producers’ Association (DPA), in an attempt to attract the Millennial market, unveiled its own new slogan: “Real is rare. Real is a diamond.” This…
The newest player in the field of diamond grading in none other than DeBeers itself. The International Institute of Diamond Grading & Research (IIDGR), a part of The De Beers Group of Companies, is making its services available to the…
The July sight may be an indicator of the future of De Beers. According to an article on Damonds.net, more than 65% of the total value of rough was rejected by sightholders. Stating a lack of profitability, the buyers are…
De Beers is bringing back the most successful slogan in advertising history. It is the campaign that captured the hearts of two generations and gave them a reason to desire diamonds. But will it work for Millennials? According to Stephen…
