Why De Beers Has Shifted From Talking About “diamonds” to “I do”?

4月 14, 2022

De Beers Group was founded in 1888 and houses two major brands: De Beers Jewellers, the high-end luxury jewelry (established in 2001), and the fine jewelry brand De Beers Forevermark (created in 2008). In 2021, De Beers Group launched a new brand strategy “One De Beers” which aims to change the priority of jewelry creation from the diamond to the consumers.
Focusing on this strategy, luxeplace.com had an exclusive interview with the CEO of both jewellery houses – Ms. Céline Assimon, asking her to share the reasons behind the strategy and the Group’s plan for future developments.

“We …