New De Beers' Strategy for Brown and Yellow Diamonds
June 10, 25
(IDEX Online) - De Beers has unveiled a new marketing strategy to enhance the profile of brown and yellow diamonds.
It announced its Ombre Desert Diamonds concept at the JCK Las Vegas show last week, describing it as the company's first "beacon" product in over a decade.
Eternity rings and three-stone rings are earlier examples of beacon products, each of them designed by De Beers as "a jewellery concept that enables various industry businesses to participate in a category marketing idea".
Brown and yellow diamonds have historically been less popular and less valuable than traditional colorless diamonds.
De Beers describes the diamonds it's marketing as "warm whites to champagne tones and amber hues" and says they "draw inspiration from the desert landscapes from which many natural diamonds originate".
Ombre is a Spanish word that describes a gradual blending of one color hue to another, an effect that can influence the perceived value and marketing of colored diamonds.
De Beers showcased new Ombre Desert Diamonds design concepts at JCK and said it was investing significantly in media and digital campaigns to drive consumer demand at the point of sale.
Pic courtesy De Beers.