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Same Sparkle, Different Sell: Diamond Marketing Tries Something New

As lab-grown stones become more of a force in the jewellery industry, sellers of both man-made and natural diamonds are looking for ways to differentiate themselves in their marketing.
De Beers' "Worth the Wait" campaign is an example of its updated approach to natural diamond marketing.
De Beers' "Worth the Wait" campaign is an example of its updated approach to natural diamond marketing. (Courtesy De Beers)

It’s never been easier to buy a diamond. For the companies selling them, that’s increasingly a problem.

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Further Reading

How Zales Is Marketing Diamonds to Gen-Z

In a move away from marketing fine jewellery as an occasion-specific opportunity, Zales is hoping to sell Gen-Z on diamonds and precious metals as everyday staples they can buy for themselves.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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