Concerned that jewelers and their customers see their marketing campaigns as focused more on specific product rather than general occasion, De Beers' is launching a new diamond anniversary campaign. Its purpose will be to reinforce the diamond as the gem of choice to celebrate each passing year of marriage.
Instead of featuring a genre of jewelry like an anniversary wedding band or a three-stone ring, as they have done in the past, the company will show multiple styles and genres - all suitable to mark a wedding anniversary. In addition, ads won't just be geared to Christmas or some other national gift-giving holiday, they'll be year-round. We'll give more details as they become available.