De Beers To Launch New Anniversary Diamond Campaign

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.