It is said that the Diamond Producers Association (DPA) wants to create a new slogan to market diamonds, replacing De Beers’ famous line ‘A Diamond is Forever’. Regarding this, JCK interviewed Forevermark’s CEO and DPA’s chairman Stephen Lussier (photo) at a breakfast meeting on 3 June sharing DPA’s recent research about how millennials feel about diamonds.
Lussier explained that ‘A Diamond is Forever’ is the intellectual property of the De Beers Group. “In some ways it makes the DPA’s challenge somewhat harder that they didn’t have access to such a valuable piece of intellectual property. It makes them work harder for other insights. The team has come up with a very strong concept which put together, is additive and makes the whole more powerful,” he said.
He told JCK that Forevermark is going to keep the slogan among future generations. “Now we can add in this new insight and new thought to grab the attention of these young consumers. So maybe in the beginning it felt like a constraint, but now it feels like a win-win,” he added. (Photo courtesy: De Beers)
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