World’s premier diamond giant De Beers Group announced its plans to invest over $140 million for marketing purposes in India, US and China.
The investment will primarily be focused towards its proprietary brands Forevermark and De Beers Diamond Jewellers. Owing to the total consumer expenditure on diamond jewellery being relatively high, this investment will aid in generating consumer demand for diamond jewellery in leading global markets. The budget for partnership marketing with Diamond Producers Association and India’s Gem and Jewellery Export Promotion Council is also expected to witness a considerable increase this year.
According to a statement by De Beers, “We are investing more than $140 million in marketing this year, which will be our biggest spend since 2008. The increased investment will be focused on generating further consumer demand for diamond jewellery in the leading markets globally, with the greatest spend targeted in the US, China and India."
It was De Beer that introduced the famous diamond slogan “A Diamond Is Forever” which has remained as the most compelling slogan since 1948. De Beers is expected to return to its position as a major advertiser for diamond jewellery with this monstrous investment.
De Beers Group has been vital in the employment of over 20,000 people across the world and stands as the world’s largest diamond producer by value with finesse in exploration, mining and marketing of diamonds.