SourcingApr 21, 2021
Why Inclusivity Is Important in Diamond Traceability SourcingAug 26, 2021
De Beers Is Bringing Back Its ‘A Diamond Is Forever’ Ads
It also has a new sourcing program called Code of Origin and a partnership with National Geographic to help protect the Okavango Delta.
De Beers Group made a number of announcements at its annual breakfast event in Las Vegas, including a new partnership with National Geographic that aims to protect the animals and people who depend on the Okavango Delta in northern Botswana. (Photo credit: C. Boyes/National Geographic)
Las Vegas—“A Diamond Is Forever” is getting a revival this fall.
In Las Vegas, De Beers Group announced plans for a new marketing campaign built around the iconic tag line but updated for a new generation, said Chief Brand Officer David Prager.
The campaign, which is expected to launch in late October, is the company’s first campaign branded as “De Beers” but not focused on De Beers Jewellers since the late 1990s.
De Beers is releasing limited details about the campaign right now, but a couple things are clear.
It will promote the natural diamonds De Beers Group sells across its properties—at De Beers Jewellers stores, via Forevermark and, eventually, through the new Code of Origin sourcing program. (Lightbox, the company’s lab-grown diamond line, is not branded as De Beers and will not be part of this campaign.)
And De Beers said the campaign will be inclusive, in terms of the people represented, the moments celebrated and the jewelry worn, featuring designs sold at De Beers Jewellers stores and by Forevermark.
In addition to its new campaign, De Beers will also invest in communicating about its environmental and social programs, something the company sees as key in speaking to younger consumers today, millennials and—to an even greater extent—Gen Z, the diverse generation that follows.
In an interview with National Jeweler Wednesday, De Beers Executive Vice President Stephen Lussier said Gen Zers are even more socially aware than their older millennial peers and “very brand-oriented” in the luxury space.
They want to be part of the brands they follow and invest in, and they want those brands to not just “do no harm” but to actively be making positive change in the world.
De Beers does a lot of good in the communities where it mines, Prager said in the same interview, but consumers haven’t necessarily been getting the message.
“No matter how good our story has been, it’s been very difficult to connect a consumer to it.”
Related stories will be right here …
In Las Vegas, De Beers Group announced plans for a new marketing campaign built around the iconic tag line but updated for a new generation, said Chief Brand Officer David Prager.
The campaign, which is expected to launch in late October, is the company’s first campaign branded as “De Beers” but not focused on De Beers Jewellers since the late 1990s.
De Beers is releasing limited details about the campaign right now, but a couple things are clear.
It will promote the natural diamonds De Beers Group sells across its properties—at De Beers Jewellers stores, via Forevermark and, eventually, through the new Code of Origin sourcing program. (Lightbox, the company’s lab-grown diamond line, is not branded as De Beers and will not be part of this campaign.)
And De Beers said the campaign will be inclusive, in terms of the people represented, the moments celebrated and the jewelry worn, featuring designs sold at De Beers Jewellers stores and by Forevermark.
In addition to its new campaign, De Beers will also invest in communicating about its environmental and social programs, something the company sees as key in speaking to younger consumers today, millennials and—to an even greater extent—Gen Z, the diverse generation that follows.
In an interview with National Jeweler Wednesday, De Beers Executive Vice President Stephen Lussier said Gen Zers are even more socially aware than their older millennial peers and “very brand-oriented” in the luxury space.
They want to be part of the brands they follow and invest in, and they want those brands to not just “do no harm” but to actively be making positive change in the world.
De Beers does a lot of good in the communities where it mines, Prager said in the same interview, but consumers haven’t necessarily been getting the message.
“No matter how good our story has been, it’s been very difficult to connect a consumer to it.”
In late 2020, De Beers announced “Building Forever,” a set of goals it hopes to achieve by 2030 that are built around four pillars: protecting the environment, fostering equal opportunity, partnering for thriving communities, and leading ethical practices across the jewelry industry.
On Wednesday, the company announced a new partnership that will aid in its environmental goals.
“Okavango Eternal” is a partnership between De Beers and National Geographic aimed at protecting the source waters of the Okavango Delta and the lives and livelihoods they support.
The Okavango Delta is located in northern Botswana and holds protected status. But the delta originates from the unprotected Okavango Basin, which spans southern Angola, eastern Namibia, and northern Botswana, fed by rain from Angola’s highlands.
National Geographic has been working since 2015 to secure permanent, sustainable protection for the basin through its Wilderness Project.
Now, De Beers joins National Geographic in its mission, making a five-year commitment to provide money and resources to protect endangered species in the area, support conservation resources, ensure water and food security for more than 1 million people, develop livelihood opportunities for 10,000, and raise awareness about the importance of the Okavango Delta.
The Okavango Delta in northern Botswana is protected, but it is fed by the unprotected Okavango Basin. National Geographic has been working to change that since 2015. (Photo credit: Kostadin Luchansky/National Geographic)
The return of “A Diamond Is Forever” and the National Geographic partnership were just two of the announcements De Beers made Thursday at its annual breakfast event in Las Vegas.
The diamond miner and marketer also announced a new source program that opens up mine-to-market traceability to a broader swath of the industry, De Beers Code of Origin.
Code of Origin will enable participating retailers to say, “This is a De Beers diamond,” even if it is not Forevermark.
Under the program, a unique code will be inscribed on the table of De Beers diamonds larger than 0.30 carats. It will serve as proof that the diamond is natural and conflict-free, originating from one of De Beers’ mines.
De Beers will not be providing the exact mine of origin with each diamond, Lussier explained in Wednesday’s interview. Jewelers will be able to say the De Beers diamond was mined in either Botswana, Namibia, South Africa, or Canada.
“Knowing [exactly] where a diamond comes from; it’s not that important,” Lussier said. “What I really want to know is, what positive impact does it have where it comes from?”
Code of Origin is still in what De Beers called the “learn to scale” phase, though the goal is that the majority of diamonds De Beers sells into the market will carry this code.
De Beers is looking for more development partners for Code of Origin as it aims to expand the program in 2022.
More on Sourcing
The Latest
MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
