De Beers Group’s new marketing campaign, “Forever Present,” celebrates the return of the iconic A Diamond Is Forever tagline and reinforces the desirability of natural diamonds during the key holiday gifting season in the United States.
Highlighting a diverse array of gifting opportunities for natural diamonds, the campaign celebrates familial, friendship, and romantic relationships under the premise that “natural connections deserve natural diamonds,” making them the ideal choice for honoring special moments with special people. It reinforces the notion that natural diamonds hold deep emotional value, enabling precious memories to remain “forever present.”
The campaign features diverse real-life couples, illustrating unforgettable moments and key milestones worth celebrating with the most special people in our lives, bringing the true essence of their relationships to life on screen. Showcasing classic jewelry designs including studs, tennis bracelets, anniversary bands, three-stone rings, and solitaire pendants, “Forever Present” speaks to a broad audience of U.S. gift givers.
The campaign will run nationally throughout the U.S. across digital platforms, social media platforms such as Instagram and TikTok, and out-of-home including major airports. To enhance its reach and impact and to support independent jewelry retailers, assets will be made available free of charge to retailers planning to invest in natural diamond marketing this holiday season.
“De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades,” says Sandrine Conseiller, CEO of De Beers Brands. “We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines—A Diamond Is Forever—this holiday season. With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds, positioning them as the perfect choice for celebrating life’s most cherished milestones.”
The “Forever Present” campaign follows the just-released “Worth the Wait” campaign, a collaboration between De Beers Group and Signet Jewelers. While “Worth the Wait” focuses on soon-to-be-engaged millennial and Gen Z audiences, “Forever Present” appeals to gift givers of all ages by showcasing the connection between natural diamonds and creating precious memories with loved ones this holiday season.
Retailers interested in learning more about the “Forever Present” campaign and how they can participate can visit adiamondisforevermarketing.com. The campaign is also featured on @adiamondisforever on Instagram and TikTok.