A new De Beers ad featuring the Enchanted Lotus High Jewellery collection.
De Beers released a new global campaign centred on commitments to ourselves, to one another and the wider world. It marks a fresh, purpose-led brand strategy and new chapter in the company’s 133-year long history.
De Beers’ new campaign emphasises the importance of commitment, and takes these two iconic words ‘I do’ into new territory, expanding their meaning to stand for personal pledges of all kinds: to love, friendship, family, society, nature and more. Bruce Cleaver, CEO De Beers Group, says: ‘For more than a century, De Beers has played a central role in helping people express their enduring commitment to their partner. Today we see a new generation of consumers who wish to communicate a wider commitment: a commitment to their own personal development, to their friendships, to their families, to society, and to the natural world.
The campaign features a wide range of diamond jewellery from across its two houses, De Beers Jewellers and De Beers Forevermark.
Celine Assimon, CEO of De Beers Jewellers and De Beers Forevermark, commented: “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.”