De Beers has extended an opportunity to all GJEPC members, granting them access to its ‘Seize the Day’ campaign assets, free of charge, to support and amplify the natural diamond message.
Incidentally, De Beers’ has invested about $20 mn in the US and China for an impactful category marketing campaign. This campaign, which revives the iconic ‘A Diamond is Forever’ campaign, is set to make waves during the upcoming holiday season.
De Beers expressed hope that GJEPC members would embrace this opportunity and make the most of these assets. For the convenience of GJEPC members, detailed instructions and procedures have been provided to ensure seamless access to the customised campaign content.
Aruna Gaitonde, Editor in Chief of the Asian Bureau, Rough & Polished
