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.
More on Sourcing
The Latest
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
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.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
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.
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.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
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.
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.
