02-11-2021
Leading diamond company De Beers has launched a new campaign to celebrate commitments. The purpose-led brand strategy heralds a new chapter in the company’s development.
The new campaign extends the commitment of the powerful statement “I do” from love to friendship, family, society, nature and the whole world. It features diamond jewellery from its two jewellery brands, De Beers Jewellers and De Beers Forevermark, as a symbol of their commitment to sustainability and responsible practices.
Centred around topics including staying true to oneself, not compromising, fighting for one’s beliefs and celebrating nature, the multi-channel campaign was shot mainly outdoors. It aligns with De Beers’ principles of innovation for good, inclusivity, and protection for the environment and its people, according to the company.
Céline Assimon, CEO of De Beers Jewellers and De Beers Forevermark, says: “The launch of the campaign marks a turning point for De Beers, and paves the way for our ongoing commitment to being a purpose-driven company. Our two Jewellery Houses come from one powerful brand that is proud to stand for commitments by people all over the world, to what means most to them. We lead by example, committing to creating positive impact in the places where our diamonds are found, and for the people that connect with them along their journey.” (Photo courtesy: De Beers)
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