De Beers Group is launching its most ambitious marketing effort in over a decade, committing record investment through 2025. With a global campaign targeting key markets in the United States, China, and India, the initiative is designed to reaffirm the value of natural diamonds amid rising competition from lab-grown alternatives.
Positioning Natural Diamonds Through Industry Collaboration
The campaign aims to distinguish natural diamonds through focused messaging and strategic alliances.
“As part of our approach, we are also committed to working with stakeholders across the industry, including countries, to drive and amplify natural-diamond category-marketing efforts as we collectively seek to bring the magic of natural diamonds to a new generation of consumers,” De Beers stated.
Matching Contributions to Maximise Impact
The company’s pledge to match national contributions signals a call for collective action within the diamond sector. The approach is designed to not only expand marketing reach but also foster deeper co-operation across markets. “There is no better time than the present to take the actions that will accelerate improvements to our industry,” the company emphasised.
“The difficulties we have faced have been testing, but they have also challenged us to be better, to work harder, and to tell our story more widely.”
Campaign Rollout in Key Markets
De Beers is already running campaigns in major diamond markets, including the US, China, and India. The company is trialling “key messages” that contrast natural diamonds with lab-created ones, aiming to clarify the differences for consumers and restore confidence in the natural diamond category.
“To date, we have announced strategic collaborations with key retailers and launched new category campaigns in the US, China and India,” De Beers confirmed.
Unifying Retailers and Industry Partners
De Beers’ marketing initiative is rooted in collaboration, enlisting actors from across the industry to present a unified message to the global market. With broad stakeholder engagement, the campaign aims to accelerate recovery efforts and reinforce long-term confidence through shared values and storytelling.
Educational Support Through the Diamond Learning Centre
The Natural Diamond Council has introduced the Diamond Learning Centre, a free platform designed to educate and engage industry professionals and the public.
The learning platform was developed in response to market confusion—particularly regarding the distinction between natural and lab-grown diamonds—the Centre offers videos, short courses, and access to external learning materials, reinforcing the sector’s commitment to informed consumer outreach.
Conclusion
The synchronised efforts of De Beers and the Natural Diamond Council represent a sector-wide move to reclaim space in a competitive marketplace. With educational outreach complementing brand storytelling, the initiative highlights a shared commitment to restoring consumer trust.
“There is no better time than the present,” De Beers reiterated, pointing to the urgency of a united industry response.