Sourcing

‘A Diamond Is Forever’ Is Back Again, Backed by $20M

SourcingSep 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 Mic Drop Seize the Day ad
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 $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. 

 Related stories will be right here … 

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. 

The Latest

Emily P. Wheeler Ombré Collection Campaign
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ Collection

The champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.

MRK x MFA Tsuba Charm Necklace Collection Campaign
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New Charms

Kosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.

Stock image of a gavel and law books
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s Murder

Carlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.

ja_fall_2024_by_headshot_stories_6824.jpg
Brought to you by
JA New York Fall Is Right Around the Corner

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

Zoë Kravitz Wearing Jessica McCormack Tempest Sapphire Pendant and Tempest Diamond Necklace
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ Collection

The brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.

Weekly QuizOct 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Stuller 2025 S.E.R.V.E. Star Awards winners
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025

Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.

All four models of Citizen’s new Rainell watch
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for Rain

Citizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.

gia-edu main image.png
Brought to you by
A Brilliant Future Is Here

Online education from GIA experts.

Mercedes Gleitze Rolex Oyster 1926
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s

The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.

Amit Pratihari GIA India
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing Director

Amit Pratihari was previously the managing director of De Beers India and Forevermark India.

DCWC 2025 Board of Directors
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West Coast

Members of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.

Selena Gomez and Benny Blanco Wedding, Jacob & Co. Watch
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White Metals

Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.

HRD Antwerp CEO Paul De Wachter
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEO

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Taylor Swift Kallati sapphire ring
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire Ring

Taylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”

Boucheron Quatre Sand Collection
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed Sand

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.

Stock image of crime scene tape
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab

Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.

Neil Lane and Boucheron bow tie brooch
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art

“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.

Just Jules opal necklace
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful Show

The month’s birthstones, tourmaline and opal, complement the palette of autumn.

Peter Smith National Jeweler columnist
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-Reflection

Smith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.

Plah Black Swan Earrings
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From Vicenzaoro

Associate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.

People shopping in a mall
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September

Respondents were concerned about job availability and rising prices.

Gemfields rough emeralds
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%

Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.

Pandora executives Alexander Lacik and Berta de Pablos-Barbier
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO

Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.

Gavel near stacks of books
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store Scam

Two men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.

Billie Eilish and Finneas O’Connell John Hardy Lovestruck Collection
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John Hardy

The “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.

Spinelli Kilcollin Market Highland Park
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in Dallas

The brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.

Nina Pugliese Henne Jewelers
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65

She was remembered as a creative and generous woman of faith, who also had a sweet tooth.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy