It's been 76 years since De Beers first launched its "Diamonds Are Forever" campaign, and they may still prove to be right. Mike Rivkin and his wife, Linda, are long-time residents of Rancho Mirage.

De Beers, which nearly 80 years ago introduced the masses to the immortal phrase “A diamond is forever,” has lost its shine in recent years amid declining demand for diamonds, partly a result ...

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 ...

Bruna Marquezine dazzled in a dramatic drop necklace featuring pear-shaped diamonds of varying sizes, designed by Lorraine Schwartz, while Ariana Grande also turned heads in a De Beers Adonis Rose ...

The jewelry theme of this year’s Academy Awards was undoubtedly diamonds—even Doja Cat sang “Diamonds Are Forever,” the ... to Scarlett Johansson’s De Beers drop necklace with almost ...

New Delhi: De Beers has stepped up its marketing efforts ... their marketing of natural diamonds. Also read: Why diamonds are not forever. Lessons from two decades of zero returns.

Botswana, the Country With the Biggest Diamonds, Gets an Improved 10-Year Deal With Miner De Beers GABORONE, Botswana (AP) — The Botswana government signed a new diamond sales agreement crucial ...