SurveysOct 26, 2021
We’ve Reached the Sustainability ‘Tipping Point,’ De Beers SaysSourcingNov 02, 2021
De Beers’ New Marketing Campaign Is Here
Watch the videos for the campaign, which marks the first time De Beers has used its name and “A Diamond Is Forever” together since the ‘90s.
London—The new global marketing campaign De Beers Group teased in Las Vegas earlier this year is here.
The campaign centers on a statement most often uttered at weddings—“I do”—but expands it to mean more: a personal pledge to achieve your own goals, to stand up for yourself, and to fight for your beliefs for the next generation.
And it encourages, of course, celebrating these achievements with a piece of diamond jewelry.
“I Do” continues down the same path De Beers started on in 2017, when it launched the Forevermark “Tribute” collection and its accompanying marketing campaign, which aimed to relay the idea that diamonds could be exchanged for a wide range of life events—not just engagements or milestone anniversaries—or even purchased as a gift to oneself.
But this new campaign is different, in a couple respects.
Firstly, it is the first campaign to use the De Beers name and the iconic “A Diamond Is Forever” tagline together since the 1990s.
Secondly, it incorporates jewelry from both De Beers Jewellers and De Beers Forevermark, furthering the company’s goal of bringing all its operations under the De Beers brand, and having consumers view the brand as one that does good for people and the planet.
De Beers is in the midst of “Building Forever,” an ambitious set of goals that puts environmental protection, diversity, and ethics at the forefront of the company’s operations.
While the new campaign is not overtly political or activist in nature, the feeling of “I do” subtly aligns with the company’s stated goals and its latest research, which showed consumers care about sustainability and are willing to pay more for diamonds that “do good.”
Shot by photographer and director Jonas Lindstroem, “I do” is set mainly outside and showcases the beauty of nature.
It also features a diverse cast of actors and types of relationships, including an archetype rarely seen in jewelry advertising: the single person.
“Today we see a new generation of consumers who wish to communicate a wider commitment: a commitment to their own personal development, to their friendships, to their families, to society, and to the natural world,” De Beers Group CEO Bruce Cleaver said.
“The meaning of ‘I do’ has expanded and it’s more relevant than ever—and diamonds have a broader spectrum of meaning than ever before.”
WATCH: The 30-Second Cut for De Beers Forevermark
“I do” launched Monday and will continue through 2022, De Beers said.
In the U.S., the campaign will include: streaming and online video; digital display and programmatic; print; paid search and paid social; and out-of-home (billboards, bus stops, etc.) in 19 cities across the U.S. and Canada.
While the campaign’s 60-second video includes jewelry from both De Beers Jewellers and De Beers Forevermark, there is a 30-second spot and print ads dedicated to the diamond brand, all of which will be available for co-op by jewelers who carry De Beers Forevermark.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
