New Delhi: De Beers ... artificial diamonds, prompting established retailers such as Tanishq to increase their marketing of natural diamonds. Also read: Why diamonds are not forever.

De Beers's move comes amid a rise in popularity of lab-grown diamonds, which typically cost at least 30-40% less than mined ...

De Beers is synonymous with diamonds, having coined the phrase “diamonds are forever” back in 1947. However, the company’s own business in precious stones has been in jeopardy following ...

Departing from their traditional, generic 'diamonds=love' messaging ... drove desire and purchase even through recession and troubled times. In the late 1990s De Beers undertook a fundamental review ...

‘Diamonds are forever’ is the timeless advertising slogan developed for De Beers by copywriter, Mary Frances Gerety, in 1947. Rather than a cynical bit of marketing, what Gerety had done was to tap ...

In crafting a slogan, remember that clarity and relatability are key. Like a well-told story, a great motto captures attention and lingers in the mind, connecting on an emotional level with potential ...

the exhibit featured stands from companies such as Petra Diamonds, Boodles, Rio Tinto, De Beers and more. We were then invited to listen to a panel talk – moderated by author and producer Bronwyn ...

De Beers Group is targeting teenagers in India, especially girls in the age group of 16 and 18, to grow its natural diamond sales in the country which has emerged is the world’s second largest ...

captured in the ‘blood diamond’ moniker, and climate change. In this context, where has the combative marketing drive from De Beers been? In Anglo’s 2016 Integrated Report, the group said: ...