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De Beers, once the face of romantic luxury, now had to confront a shifting market narrative: Are diamonds outdated?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 PRcampaign 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
- 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 coverage in Vogue Business, Financial Times, and Forbes—not as sponsored content, but earned media, driven by transparency and story depth.
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, it came with a clear message to the market: lab-grown diamonds are fine, fun, and fashionable—but they are not rare, and therefore not equivalent to natural diamonds in emotional or symbolic value.
The PR strategy was refreshing: absolute clarity.
- Press releases emphasized pricing transparency: $800 per carat, flat.
- Interviews with De Beers execs clearly outlined the brand’s belief in both markets—without undercutting their core business.
- 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. It’s a PR masterclass in defensive brand innovation.
Strategy 3: “I Do” Reinvented — Emotional Storytelling in a Post-Tradition Era
In 2022, De Beers launched a new global brand campaign: “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 message was clear: love stories are evolving, and diamonds still belong in all of them.
But the campaign wasn’t limited to television and Instagram. De Beers deployed a comprehensive PR push that included:
- Media kits with the history and future of the “I do” concept
- Interviews with relationship therapists and sociologists discussing changing engagement norms
- A New York Times op-ed on how commitment has changed in the modern age
De Beers wasn’t just advertising diamonds—they were defending love itself as a dynamic, inclusive concept.
Results That Sparkle
These campaigns weren’t just elegant—they were effective.
- De Beers’ consumer sentiment scores improved year-over-year, especially among Millennials and Gen Z.
- “Building Forever” positioned the brand as an ESG leader in luxury, leading to partnerships with sustainability-focused retailers.
- Lightbox captured a significant share of the lab-grown market, especially in the U.S., while preserving De Beers’ legacy brand positioning.
- Engagement with social media content (especially sustainability videos and behind-the-scenes reels) saw 10x higher interactions than traditional polished ad content.
In essence, De Beers used PR not as a promotional afterthought, but as a strategic engine for reputation, relevance, and revenue.
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, Not Flash Campaigns
Sustainable PR isn’t about spikes—it’s about story arcs. De Beers built arcs that now span ethics, innovation, and emotion.
De Beers’ PR evolution is a model of brand agility under pressure. Rather than relying on nostalgia or denying disruption, the company leaned into cultural changes—and used PR to reframe them as opportunities.
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.
