At an event Friday night in New York City, De Beers introduced Desert Diamonds—which it calls its first new “beacon” in years—to a group of influencers, celebrities, trade people, and journalists.
Sandrine Conseiller, CEO of De Beers Brands, and Sally Morrison, De Beers’ natural diamonds lead, spoke with JCK about the new campaign, how it was dreamed up, and just what the name is supposed to evoke.
What’s the quick pitch on Desert Diamonds?
Sandrine Conseiller: It started by talking to the consumer first, and talking to them about their emotions with diamonds and jewelry. We found out that what they want is a piece, a gemstone, that is as unique as they are. Starting from this insight, then we built a program about Desert Diamonds. We didn’t start with the industry in mind; we started with the consumer in mind.
Is the idea that these are imperfect stones?
It is not about the imperfection. It is about the uniqueness. When you look at the range of colors—going from ochres to semi-nudes, yellows, and browns—it is an easy way to tell the story.
Does Desert Diamonds include any standard white stones?
Yes, there are standard whites, because there are standard whites in the range of diamonds. But the way we tell the story of the uniqueness is through the rainbow of color. So you present the rainbow of color to tell the story.
It’s a range. Tonight we have some Ombré Desert Diamonds, which is a range of colors that showcases the range of Desert Diamonds. That best embodies what the Desert Diamonds archetype is.
Are these pieces meant for bridal?
Again, I go back to the consumer. It started with the insight that they want something unique. You can look for something unique if you buy for yourself, or if you look to buy a gift for someone, or when you want to get married. So the nice part of the project is that you can apply it to the three parts of our industry.
And why did you choose the name “Desert Diamonds”?
In every continent, the idea of the desert is very strong. It is a way to retell the story of where diamonds come from. So, thanks to the desert, we tell the story of color but also origin and the story of sustainability that is linked to the people who are living in those countries and benefit from diamonds.
Do you think consumers understand that some diamonds come from the desert?
People have forgotten where diamonds come from because we didn’t tell that story enough, and that’s why we’re doing this program. For us, it’s a way to tell the story that when you carry a natural diamond, you are carrying a piece of the earth.
Past beacons had taglines: Journey had “With every step, your love grows.” The three-stone ring had “For your past, present, and future.” Does this one have a tagline?
No, there is no tagline. The recipe of the beacon is it’s an archetype that resonates with people and the entire industry can get behind. To resonate with consumers today, you need personalization. So the story of Desert Diamonds needed to be personalized to work. That’s why we tell a story that can be interpreted in different ways.
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Top: At De Beers’ “Desert Diamonds” unveiling in New York City last weekend (photos courtesy of De Beers)
Source : JCK Online