Editor’s Note
The diamond industry is at a pivotal moment. As lab-grown alternatives gain traction with cost-conscious consumers, legacy producers like De Beers are launching major campaigns to redefine value and heritage for a new generation. This marketing battle highlights a fundamental shift in how luxury and permanence are perceived in the modern marketplace.
De Beers, the world’s largest diamond producer, has launched an expensive marketing campaign aimed at winning over younger consumers who are captivated by cheaper synthetic gemstones.
The campaign focuses on emphasizing the rarity, emotional value, and natural origin of mined diamonds, positioning them as a unique and enduring symbol of commitment, in contrast to mass-produced synthetic stones.