Lab-GrownAug 30, 2023
Pandora’s New Lab-Grown Diamond Campaign Stars Pamela AndersonSourcingSep 15, 2023
‘A Diamond Is Forever’ Is Back Again, Backed by $20M
De Beers is putting the emphasis on natural diamonds in Q4 and ending Lightbox’s lab-grown diamond engagement ring test run.
De Beers Group announced Tuesday it will spend $20 million to advertise natural diamonds this holiday season, revamping its call-to-action “Seize the Day” campaign from the 1990s and reviving the tagline “A Diamond Is Forever.”
London—De Beers Group will pump an additional $20 million into marketing diamonds this holiday season via a multimedia generic category campaign that will look familiar to many.
The company has refreshed its “Seize the Day” campaign, which debuted in the mid-1990s, and is bringing back one of the most iconic taglines in advertising history, “A Diamond Is Forever.”
The ads are geared to promote natural diamonds specifically, with lines like: “Artist credit: Mother Nature,” and “Nature’s mic drop,” among others.
Set to launch in early November, the updated Seize the Day campaign will run in the world’s two largest markets for diamond jewelry, the United States and China.
It will include print, out-of-home, and digital components that will be available for the trade to use free of charge. De Beers will be working with influencers for the campaign as well.
More details about how retailers can access the creative content will be announced next week.
In an interview Tuesday, David Prager, De Beers’ chief brand officer, said the company is looking to create demand for U.S. retailers this holiday season amid an economic backdrop that could prove challenging.
After two years of skyrocketing sales, diamond jewelry sales are seemingly coming back down to Earth.
The latest data from The Edge Retail Academy shows that gross sales across all diamond categories, including both natural and lab-grown, are down 11 percent year-to-date, with units sold down 7 percent, and average retail sale per unit slipping 4 percent.
The slowdown was evidenced in Signet’s latest quarterly results and is what the Gemological Institute of America cited as the reason for its recently announced layoffs.
Some consumers are feeling the effects of inflation and high interest rates, and savings rates are down after soaring during the pandemic, factors De Beers is well aware of heading into the all-important fourth quarter.
“When we look at diamond demand, it’s clearly a mechanism of affordability and desirability,” Prager said.
In the U.S. market, there is desire for diamond jewelry, De Beers said. However, price could be a stumbling block for consumers this holiday season, some of whom have less discretionary income.
The Edge Retail Academy data shows while gross sales of loose natural diamonds are down 9 percent overall, retailers actually are moving more units (up 33 percent) but customers are spending less, with the average retail sale down 35 percent year-to-date.
The De Beers campaign is designed to tap into diamond desire and drive demand by relaying an “energetic, just in time message” in the midst of the biggest gift-giving season of the year.
“Natural diamonds have remained icons of love for centuries, and De Beers advertising has remained iconic over the decades. We’re proud to build on this tradition by reviving and refreshing one of our most successful campaigns,” De Beers CEO Al Cook said in a press release.
“By investing ahead of the holiday season, we aim to support the industry, drive consumer demand and underline our confidence in the future of the diamond dream.”
The company has refreshed its “Seize the Day” campaign, which debuted in the mid-1990s, and is bringing back one of the most iconic taglines in advertising history, “A Diamond Is Forever.”
The ads are geared to promote natural diamonds specifically, with lines like: “Artist credit: Mother Nature,” and “Nature’s mic drop,” among others.
Set to launch in early November, the updated Seize the Day campaign will run in the world’s two largest markets for diamond jewelry, the United States and China.
It will include print, out-of-home, and digital components that will be available for the trade to use free of charge. De Beers will be working with influencers for the campaign as well.
More details about how retailers can access the creative content will be announced next week.
In an interview Tuesday, David Prager, De Beers’ chief brand officer, said the company is looking to create demand for U.S. retailers this holiday season amid an economic backdrop that could prove challenging.
After two years of skyrocketing sales, diamond jewelry sales are seemingly coming back down to Earth.
The latest data from The Edge Retail Academy shows that gross sales across all diamond categories, including both natural and lab-grown, are down 11 percent year-to-date, with units sold down 7 percent, and average retail sale per unit slipping 4 percent.
The slowdown was evidenced in Signet’s latest quarterly results and is what the Gemological Institute of America cited as the reason for its recently announced layoffs.
Some consumers are feeling the effects of inflation and high interest rates, and savings rates are down after soaring during the pandemic, factors De Beers is well aware of heading into the all-important fourth quarter.
“When we look at diamond demand, it’s clearly a mechanism of affordability and desirability,” Prager said.
In the U.S. market, there is desire for diamond jewelry, De Beers said. However, price could be a stumbling block for consumers this holiday season, some of whom have less discretionary income.
The Edge Retail Academy data shows while gross sales of loose natural diamonds are down 9 percent overall, retailers actually are moving more units (up 33 percent) but customers are spending less, with the average retail sale down 35 percent year-to-date.
The De Beers campaign is designed to tap into diamond desire and drive demand by relaying an “energetic, just in time message” in the midst of the biggest gift-giving season of the year.
“Natural diamonds have remained icons of love for centuries, and De Beers advertising has remained iconic over the decades. We’re proud to build on this tradition by reviving and refreshing one of our most successful campaigns,” De Beers CEO Al Cook said in a press release.
“By investing ahead of the holiday season, we aim to support the industry, drive consumer demand and underline our confidence in the future of the diamond dream.”
One of the new “Seize the Day” advertisements promoting natural diamond eternity bands. De Beers said retailers will have the ability to put their own logos on ads.
The ads will focus on promoting natural diamonds specifically.
The campaign will appear in print, digital, and on billboards.
The $20 million De Beers is spending on the updated Seize the Day campaign comes in addition to the $45 million the company invests annually in the Natural Diamond Council, Prager said.
He said De Beers didn’t ask NDC to take the lead on this campaign because the organization already has invested in a Q4 campaign on behalf of its members.
“We wanted to add to and complement that effort to support the trade this holiday, and we believe the most powerful way to do that is by reintroducing ‘A Diamond Is Forever’ in advertising, which is proprietary to De Beers.”
He said De Beers will work with NDC to distribute the campaign.
Prager said in developing a campaign for Q4 marketing this time around, De Beers went through its archives and settled on Seize the Day because it was one of its most successful category campaigns.
It was also one of its last.
The original Seize the Day campaign, which was call-to-action and male-oriented, was in circulation from the mid-1990s into the early 2000s.
Shortly thereafter, De Beers abandoned generic advertising in favor of promoting Forevermark, which launched in Asia in 2008, and closed the U.S.-based Diamond Promotion Service.
De Beers announced the pending launch of the 2023 holiday campaign at the same time it said it will be discontinuing Lightbox’s short-lived lab-grown diamond engagement ring test.
The company said the three-month test “deepened its understanding” of consumer perceptions around lab-grown diamonds but ultimately led it to conclude the best opportunities for lab-grown diamonds lie in fashion jewelry and loose diamonds.
De Beers quietly launched Lightbox engagement rings in June, selling them via its website but advertising to consumers in only three markets: Atlanta, Dallas and New York. The company did not hold to its $800-per-carat pricing structure for all the rings in the test.
On Tuesday, De Beers said it finds the commercial proposition for many lab-grown diamond engagement rings to be “unsustainable.” It anticipates margins shrinking over time as what Prager described as a “tsunami of supply” enters the market and prices fall.
The company also said its most recent consumer research shows that luxury jewelry consumers prefer natural diamonds for special occasions and to mark significant relationship milestones.
Prager said the company views the decision to axe lab-grown diamond engagement rings as “getting back to Lightbox’s roots” as a fashion jewelry brand, as when it was introduced in 2018.
He said the move has nothing to do with De Beers receiving negative feedback from sightholders about moving into the lab-grown diamond engagement ring market.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
