De Beers Jewellers' "Treasured. Forever." holiday campaign
Diamonds continue to shine bright during these coronavirus-afflicted times. As consumers gravitate towards meaningful jewellery, this established symbol of love and endurance reflects their hopes and faith in a brighter future.
While virus-containment efforts have dampened demand for wedding jewellery, couples the world over continue to express their commitment to each other through diamond engagement rings. The symbolic and aspirational nature of diamonds likewise boosts its appeal for self-purchase and gifting.
Jewellers’ campaigns reflect these concepts. Indonesian multi-brand retailer PT Central Mega Kencana highlighted the symbolism of diamonds in its digital product launches during virus-related lockdowns earlier in the year.
De Beers Jewellers’ holiday campaign, “Treasured. Forever.” focuses on shared connections and precious moments. It centres around entrepreneur and model Robyn Wright in natural moments of intimacy and shared joy with her family.
Some of the brand’s newly launched pieces are seen throughout the campaign. It also features a curated selection of engagement rings and rare fancy colour solitaires.