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New York, NY--De Beers Group has launched its "Forever Present" holiday campaign, bringing back the iconic "A Diamond Is Forever" tagline. According to a news release by De Beers Group, the campaign aims to reinforce the appeal of natural diamonds during the U.S. holiday gifting season.

[Image Arnold Worldwide/De Beers Group via PR Newswire]

The campaign highlights the emotional significance of natural diamonds as timeless gifts for familial, romantic, and friendship connections. The release noted that it features real-life couples celebrating milestones with classic diamond jewelry pieces like tennis bracelets, anniversary bands, and solitaire pendants.

De Beers' CEO, Sandrine Conseiller, highlighted the campaign's purpose, stating that it builds on decades of tradition by modernizing the legendary tagline. Conseiller described the campaign as blending a "modern sensibility" with playful language to position natural diamonds as ideal for marking life's cherished moments.

As noted in the release, "Forever Present" will run nationally across digital platforms, social media channels such as Instagram and TikTok, and in physical locations like major airports. 

The campaign complements De Beers' earlier "Worth the Wait" initiative, which targeted Millennial and Gen Z audiences preparing for engagements. In contrast, "Forever Present" broadens its appeal to gift-givers of all ages by focusing on the connection between natural diamonds and creating lasting memories, the release stated.

Read the news release on PR Newswire.