MajorsNov 13, 2024
Ariana Grande, Anya Taylor-Joy Star in Holiday Jewelry CampaignsSourcingNov 26, 2024
De Beers Stays With ‘A Diamond Is Forever’ for 2024 Holiday Campaign
“Forever Present” highlights gifting opportunities for natural diamonds, celebrating familial, friendship, and romantic relationships.
De Beers Group’s 2024 holiday campaign features the iconic tagline “A Diamond Is Forever” to drive demand for natural diamonds over the key holiday gifting season in the United States.
London—De Beers Group launched its U.S. holiday marketing campaign last week, a campaign that combines a classic tagline with modern elements in an effort to convince consumers to celebrate with natural diamonds.
“Forever Present” uses the “A Diamond Is Forever” tagline first penned by Frances Gerety in 1947 and reintroduced in 2023 after being put on the shelf for 15 years.
The campaign is meant to increase demand for natural diamonds this holiday season by reinforcing the belief that, “natural diamonds are a stone of emotional value that enable precious memories to remain ‘forever present,’” De Beers said.
Throughout the campaign, an array of gifting opportunities for natural diamonds are highlighted, celebrating familial, friendship, and romantic relationships because “natural connections deserve natural diamonds.”
“De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades. We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines ‘A Diamond Is Forever’ this holiday season,” De Beers Brands CEO Sandrine Conseiller said.
“With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds, positioning them as the perfect choice for celebrating life’s most cherished milestones.”
“Forever Present” uses the “A Diamond Is Forever” tagline first penned by Frances Gerety in 1947 and reintroduced in 2023 after being put on the shelf for 15 years.
The campaign is meant to increase demand for natural diamonds this holiday season by reinforcing the belief that, “natural diamonds are a stone of emotional value that enable precious memories to remain ‘forever present,’” De Beers said.
Throughout the campaign, an array of gifting opportunities for natural diamonds are highlighted, celebrating familial, friendship, and romantic relationships because “natural connections deserve natural diamonds.”
“De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades. We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines ‘A Diamond Is Forever’ this holiday season,” De Beers Brands CEO Sandrine Conseiller said.
“With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds, positioning them as the perfect choice for celebrating life’s most cherished milestones.”
Real-life diverse couples of all ages are seen in the campaign, showing the moments and key milestones in life worth celebrating.
Aside from couples marking an engagement with a diamond, gifts are exchanged between couples celebrating the birth of a baby, couples who are still dating, friends, fathers and daughters, and people buying jewelry for themselves.
Classic jewelry designs are featured, including studs, tennis bracelets, anniversary bands, three-stone rings, and solitaire pendants.
The “Forever Present” holiday campaign follows De Beers and Signet Jewelers’ collaborative campaign that launched last month titled, “Worth the Wait,” focusing on soon-to-be-engaged millennial and Gen Z consumers.
The campaign will run nationally across digital platforms, social media, and out-of-home, including major airports.
It will be featured on the @Adiamondisforever account on Instagram and TikTok.
De Beers is enhancing its reach, impact, and support of U.S. independent jewelry retailers by offering the assets for this campaign free of charge for retailers that plan on investing in natural diamond marketing this holiday season, said the company.
Interested retailers can learn more about the “Forever Present” campaign and how to participate on the A Diamond Is Forever marketing website through Promoboxx.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
