Forevermark shows that De Beers is a “new kind of leader” for the diamond industry, CEO Philippe Mellier told a packed presentation at the Four Seasons Hotel on May 29.
“Diamond brands are the future,” he said. “Forevermark is core to the De Beers group strategy. I want to guarantee to you that, in a few years, we will be the biggest diamond brand in the world.”
Forevermark CEO Stephen Lussier said the brand is unveiling a new campaign that will “focus on the diamond” and is built around challenging viewers to believe in the “power of a promise”.
“We have been researching what the idea of promises meant to consumers today,” he said. “Consumers have told us that promises should be powerful, precious, and eternal. Those are very much diamond words.”
The new campaign, which will include a TV commercial, will debut in September.
Mellier said that while the company is no longer “the near-monopoly” it was in 2000, it is making investments that show it is committed to the diamond industry for the next four decades.
