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Diamond advertising is undergoing big changes. Last August, De Beers announced “a major investment in a holiday marketing campaign to generate increased consumer demand for diamond jewellery during the year-end holiday season”.
Insights. What can the diamond industry expect when the Federal Reserve raises interest rates for the first time in seven years? Or, more pointedly, will a rate hike put a dent in discretionary spending?
Holiday-season commercials by Cartier, Forevermark US and Tiffany & Co. have received widespread attention on the internet, picking up millions of YouTube views in recent weeks.
For the first time, the 2015 Nobel Peace Prize will be fashioned from Fairmined gold. The prize (pictured, right), featuring the head of Alfred Nobel, was struck at the Royal Norwegian Mint in Kongsberg.
Merrick, NY—While every year brings change, this year seems to have brought more than most. At The Centurion, we know the retail landscape continues to evolve.
New York – While Black Friday weekend sales figures don’t tell the whole story of the holiday season, the data culled from a three-day span of shopping does lend some insight into when, where and how consumers are spending their money.
Rubel & Ménasché has been supplying the jewelry houses of Place Vendôme with high-end small diamond goods for over 50 years. The company’s specialty is extremely well-finished stones, which it offers to top jewelry brands the world over.
Here is how fast things can change in the diamond industry. – In March 2014, Anglo American’s CEO Mark Cutifani, then a year into the job, publicly fretted his company had overpaid for De Beers in 2011.
London – De Beers and its diamond brand Forevermark have launched their call-to-action holiday advertising campaign that is designed to increase consumer demand for diamonds across the board this holiday season.
New York – Luxury goods conglomerate Richemont now has a “director of entertainment”–an individual whose job it is to advise its brands on how to get their products on TV, in the movies and on the red carpet and to help them sign on celebrities as brand ambassadors.
The Diamond Producers Association (DPA), the organization set up by ALROSA, De Beers, Rio Tinto, Dominion Diamond Corporation, Lucara Diamond Corporation, Petra Diamonds Ltd, and Gem Diamonds Ltd. to support the development of the diamond sector, has appointed creative agency Mother New York as its global strategic marketing partner.
Here are some of this year’s biggest diamond stories: – De Beers is bringing back “A Diamond Is Forever.” – It’s also reviving its “Seize the Day” ads as part of a (quasi-)generic campaign.