SourcingApr 21, 2021
Why Inclusivity Is Important in Diamond Traceability SourcingAug 26, 2021
De Beers Is Bringing Back Its ‘A Diamond Is Forever’ Ads
It also has a new sourcing program called Code of Origin and a partnership with National Geographic to help protect the Okavango Delta.
De Beers Group made a number of announcements at its annual breakfast event in Las Vegas, including a new partnership with National Geographic that aims to protect the animals and people who depend on the Okavango Delta in northern Botswana. (Photo credit: C. Boyes/National Geographic)
Las Vegas—“A Diamond Is Forever” is getting a revival this fall.
In Las Vegas, De Beers Group announced plans for a new marketing campaign built around the iconic tag line but updated for a new generation, said Chief Brand Officer David Prager.
The campaign, which is expected to launch in late October, is the company’s first campaign branded as “De Beers” but not focused on De Beers Jewellers since the late 1990s.
De Beers is releasing limited details about the campaign right now, but a couple things are clear.
It will promote the natural diamonds De Beers Group sells across its properties—at De Beers Jewellers stores, via Forevermark and, eventually, through the new Code of Origin sourcing program. (Lightbox, the company’s lab-grown diamond line, is not branded as De Beers and will not be part of this campaign.)
And De Beers said the campaign will be inclusive, in terms of the people represented, the moments celebrated and the jewelry worn, featuring designs sold at De Beers Jewellers stores and by Forevermark.
In addition to its new campaign, De Beers will also invest in communicating about its environmental and social programs, something the company sees as key in speaking to younger consumers today, millennials and—to an even greater extent—Gen Z, the diverse generation that follows.
In an interview with National Jeweler Wednesday, De Beers Executive Vice President Stephen Lussier said Gen Zers are even more socially aware than their older millennial peers and “very brand-oriented” in the luxury space.
They want to be part of the brands they follow and invest in, and they want those brands to not just “do no harm” but to actively be making positive change in the world.
De Beers does a lot of good in the communities where it mines, Prager said in the same interview, but consumers haven’t necessarily been getting the message.
“No matter how good our story has been, it’s been very difficult to connect a consumer to it.”
Related stories will be right here …
In Las Vegas, De Beers Group announced plans for a new marketing campaign built around the iconic tag line but updated for a new generation, said Chief Brand Officer David Prager.
The campaign, which is expected to launch in late October, is the company’s first campaign branded as “De Beers” but not focused on De Beers Jewellers since the late 1990s.
De Beers is releasing limited details about the campaign right now, but a couple things are clear.
It will promote the natural diamonds De Beers Group sells across its properties—at De Beers Jewellers stores, via Forevermark and, eventually, through the new Code of Origin sourcing program. (Lightbox, the company’s lab-grown diamond line, is not branded as De Beers and will not be part of this campaign.)
And De Beers said the campaign will be inclusive, in terms of the people represented, the moments celebrated and the jewelry worn, featuring designs sold at De Beers Jewellers stores and by Forevermark.
In addition to its new campaign, De Beers will also invest in communicating about its environmental and social programs, something the company sees as key in speaking to younger consumers today, millennials and—to an even greater extent—Gen Z, the diverse generation that follows.
In an interview with National Jeweler Wednesday, De Beers Executive Vice President Stephen Lussier said Gen Zers are even more socially aware than their older millennial peers and “very brand-oriented” in the luxury space.
They want to be part of the brands they follow and invest in, and they want those brands to not just “do no harm” but to actively be making positive change in the world.
De Beers does a lot of good in the communities where it mines, Prager said in the same interview, but consumers haven’t necessarily been getting the message.
“No matter how good our story has been, it’s been very difficult to connect a consumer to it.”
In late 2020, De Beers announced “Building Forever,” a set of goals it hopes to achieve by 2030 that are built around four pillars: protecting the environment, fostering equal opportunity, partnering for thriving communities, and leading ethical practices across the jewelry industry.
On Wednesday, the company announced a new partnership that will aid in its environmental goals.
“Okavango Eternal” is a partnership between De Beers and National Geographic aimed at protecting the source waters of the Okavango Delta and the lives and livelihoods they support.
The Okavango Delta is located in northern Botswana and holds protected status. But the delta originates from the unprotected Okavango Basin, which spans southern Angola, eastern Namibia, and northern Botswana, fed by rain from Angola’s highlands.
National Geographic has been working since 2015 to secure permanent, sustainable protection for the basin through its Wilderness Project.
Now, De Beers joins National Geographic in its mission, making a five-year commitment to provide money and resources to protect endangered species in the area, support conservation resources, ensure water and food security for more than 1 million people, develop livelihood opportunities for 10,000, and raise awareness about the importance of the Okavango Delta.
The Okavango Delta in northern Botswana is protected, but it is fed by the unprotected Okavango Basin. National Geographic has been working to change that since 2015. (Photo credit: Kostadin Luchansky/National Geographic)
The return of “A Diamond Is Forever” and the National Geographic partnership were just two of the announcements De Beers made Thursday at its annual breakfast event in Las Vegas.
The diamond miner and marketer also announced a new source program that opens up mine-to-market traceability to a broader swath of the industry, De Beers Code of Origin.
Code of Origin will enable participating retailers to say, “This is a De Beers diamond,” even if it is not Forevermark.
Under the program, a unique code will be inscribed on the table of De Beers diamonds larger than 0.30 carats. It will serve as proof that the diamond is natural and conflict-free, originating from one of De Beers’ mines.
De Beers will not be providing the exact mine of origin with each diamond, Lussier explained in Wednesday’s interview. Jewelers will be able to say the De Beers diamond was mined in either Botswana, Namibia, South Africa, or Canada.
“Knowing [exactly] where a diamond comes from; it’s not that important,” Lussier said. “What I really want to know is, what positive impact does it have where it comes from?”
Code of Origin is still in what De Beers called the “learn to scale” phase, though the goal is that the majority of diamonds De Beers sells into the market will carry this code.
De Beers is looking for more development partners for Code of Origin as it aims to expand the program in 2022.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
