De Beers Reaches 6 Million Indian Households Through Samsung Ads Campaign
The connected-TV campaign generated 50 million impressions and recorded a 14% increase in message association by positioning natural diamonds around relationship-led occasions beyond traditional milestones.
Namibia Joins Luanda Accord; GJEPC and DMCC Move Toward NDC Membership
Namibia signed the Luanda Accord in Cape Town on February 9, 2026, while GJEPC and DMCC agreed pathways toward Natural Diamond Council membership to support global natural diamond marketing efforts.
De Beers is investing more in natural diamond marketing than it has in over a decade: David Johnson, De Beers Group
In order to meet the challenges of the diamond industry head on, De Beers has devised a multi-pronged strategy – the major steps include upping investment in marketing, participating in the Luanda Accord, developing a range of category campaigns, collaborating with key retail partners to grow demand, and investing in branded marketing programmes for its own retail businesses, says David Johnson, VP, Global External Communications, De Beers Group, in a conversation with Suneeta Kaul.
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