Insight & strategy Finding gems Diamonds are arguably the ultimate luxury status symbol but, in a changing world, insight is helping De Beers understand how consumer trends are shifting. By Liam Kay-McCLean I n 1948, one of the most famous advertising campaigns of all time proclaimed that A diamond is forever. The slogan, written by Frances Gerety at advertising agency NW Ayer, created the modern concept of the engagement ring and cemented the diamond as arguably the worlds ultimate luxury consumer good. The stone has since become a byword for beauty and a centrepiece for special occasions, such as engagements and weddings. It has also seeped into popular culture, with references ranging from Marilyn Monroe singing the slyly satirical Diamonds are a girls best friend, via James Bond and Diamonds are forever, through to Rihannas bombastic Diamonds. The creator of the original 1948 campaign, De Beers, has maintained its central position in the diamond industry in the decades since. Its work spans the entire jewellery production process, from mining to cutting, as well as the sale of everything from rough diamonds to consumer-friendly jewellery. Founded in 1888 in South Africa and headquartered in London, De Beers is 85% owned by mining company Anglo American and 15% by the government of Botswana. It has 20,000 employees working in 28 countries, including mining operations in Botswana, Canada, South Africa and Namibia. The diamond industry has been somewhat controversial over the years, from the blood diamonds scandals of the 1990s, with diamonds bought from conflict-hit areas of Africa, and concerns over the environmental impact of mining. De Beers has 32 Impact ISSUE 42 2023_pp32-35 I&S De Beers.indd 32 16/06/2023 17:12