For decades, De Beers has been the most influential name in diamonds—not just in supply, but in storytelling. From the iconic "A Diamond is Forever" campaign to more recent sustainability-focused messaging, the company has understood something crucial about the luxury market: diamonds may be a commodity, but desire is not. And desire is built with storytelling.
In an era where younger consumers are questioning traditional luxury and seeking ethical alternatives, De Beers faced a challenge: how to remain relevant while reasserting its dominance. The brand's answer wasn't just product innovation—it was a bold, strategic reinvention of its public relations approach, with a focus on narrative authenticity, ethical clarity, and cultural connection.
This op-ed explores how De Beers effectively realigned its brand image, launched new campaigns, and strategically adapted its PR to stay ahead—without losing the timeless allure it's known for.
A Legacy Brand at a Crossroads
By the mid-2010s, the diamond industry was at an inflection point. Global diamond sales had slowed, Millennials were skeptical of traditional engagement norms, and competitors (including lab-grown diamond brands) began eating into market share with claims of sustainability, affordability, and ethical superiority.
De Beers, once the face of romantic luxury, now had to confront a shifting market narrative: Are diamonds outdated? Are they ethical? Are they worth it?
The company's PR response didn't come in the form of a flashy ad—it came in phased storytelling and reputational repositioning.
Strategy 1: Humanizing the Supply Chain – "Building Forever"
In 2020, De Beers launched its "Building Forever" initiative, a strategic communications platform focused on sustainability, community impact, and ethical sourcing. The PR campaign wasn't a side story—it became the core of De Beers' narrative.
The company committed to becoming carbon neutral by 2030, providing skills training to 10,000 women and girls, and supporting education and healthcare in mining communities. But more importantly, it shared these goals publicly—through international press, detailed CSR reports, and high-quality mini-documentaries posted on social media.
De Beers didn't just declare its mission. It brought journalists and influencers to Botswana and Namibia, allowing them to witness firsthand how diamonds impact local economies and ecosystems. The result: widespread earned media in Vogue Business, Financial Times, and Forbes.
Strategy 2: Launching Lightbox, Not Hiding From It
Rather than dismissing lab-grown diamonds, De Beers made a brilliant PR pivot: owning the conversation by launching their own brand—Lightbox Jewelry.
When Lightbox debuted in 2018, the PR strategy was absolute clarity. Press releases emphasized pricing transparency. Interviews with De Beers execs clearly outlined the brand's belief in both markets. Influencer campaigns featured younger, fashion-forward women styling Lightbox in casual settings—positioning the product as jewelry for everyday, not forever.
By acknowledging market changes rather than fighting them, De Beers captured control of the narrative.
Strategy 3: "I Do" Reinvented
In 2022, De Beers launched "Where It Begins", reimagining the meaning of "I do" for modern audiences. Instead of polished perfection, the ads featured real couples, diverse relationships, and unscripted moments of intimacy. The campaign included media kits, interviews with relationship experts, and a New York Times op-ed on how commitment has changed.
Key Takeaways
Lead with Transparency — In an industry often criticized for opacity, De Beers flipped the script by making supply chain ethics its story, not its liability.
Embrace Disruption to Own the Narrative — By launching Lightbox, De Beers controlled the message around lab-grown diamonds instead of being buried by it.
Update Emotional Anchors — Love doesn't look the same in 2025 as it did in 1950. De Beers' "Where It Begins" campaign proved they understood this shift.
Invest in Long-Term Storytelling — Sustainable PR isn't about spikes—it's about story arcs that now span ethics, innovation, and emotion.
De Beers' PR evolution is a model of brand agility under pressure. In an age when every consumer decision is political, emotional, and digital, De Beers shows that with the right PR strategy, even a century-old brand can shine with modern relevance.
Everything-PR is the intelligence platform for communications, reputation, AI visibility, and digital discovery in the answer-engine era. Publishing since 2009. Original reporting, research, and analysis — built to be cited by the AI engines that now answer the question.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
