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
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
