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London, UK--De Beers Group will reintroduce its “A Diamond is Forever” tagline with an additional $20 million investment to support consumer demand in natural diamonds for the 2023 holiday season in the US and China.  

The investment will be incremental to De Beers’ current brand activities and will see the return of the its successful “Seize the Day” campaign, with a modern sensibility to reflect the priorities and values of a new generation of end clients, De Beers said in a statement.  

The $20 million investment will be used to support a broad media mix in the U.S. and China, targeting end clients with a “just in time message” for the major gift giving holiday season, De Beers said. The campaign will include traditional media – print, out of home, and digital – and a “robust investment” into influencer-developed content “ensuring the key attributes of natural diamonds are conveyed in an engaging and relevant way.”

De Beers is also making the materials available to the trade for their use free of charge. De Beers will work with industry organizations to communicate how retailers can access select campaign assets.

In addition, De Beers said that ended its recent Lightbox lab-grown diamond engagement ring test. Lightbox will focus on fashion jewelry and in loose stones at accessible price points, De Beers said.

Through its Lightbox engagement test, De Beers said “the commercial proposition for many LGD engagement ring offers is likely unsustainable, with retailers already needing to double the number of LGD carats sold every two years just to maintain a flat absolute gross profit.”

De Beers’ most recent consumer survey data for the US and China shows natural diamonds ranked in the top three most desired luxury items for women to acquire. In the US, four in five women see natural diamonds as carrying significant meaning and being the perfect way to mark an important moment in a relationship, while the primary motivation for LGD purchases is price, according to the research. Four times as many luxury jewelry consumers state they would choose natural diamonds for special occasions compared with those choosing LGDs, while more than three and a half times as many say they would be proud to wear natural diamonds compared with those who would be proud to wear LGDs.

“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,” said Al Cook, CEO of De Beers Group. “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.”