De Beers Group Channels the Past to Launch ‘Forever Present’ Campaign for Holiday Season

De Beers Group has launched its ‘Forever Present’ marketing campaign in the United States to promote natural diamonds during the holiday gifting period.

The campaign continues the use of the classic “A Diamond Is Forever” tagline, which was reintroduced to De Beers’ marketing last year.

Focus on Emotional Value
The ‘Forever Present’ campaign promotes natural diamonds as meaningful gifts for commemorating relationships and milestones. Its central message, “natural connections deserve natural diamonds,” positions them as suitable for marking special occasions.

The campaign showcases jewellery designs such as studs, tennis bracelets, anniversary bands, three-stone rings, and solitaire pendants. Featuring real-life couples, it seeks to appeal to a wide audience, including those celebrating familial, romantic, or friendship bonds.