Diamonds are seen to play a wider role in people’s lives more so today than ever, helping them celebrate not only romantic partnerships but a commitment to growth in all aspects of their lives, according to De Beers Group.

This is the crux of De Beers’ new global campaign, which is centred around ‘I Do’ and the new meaning it holds among today's consumers. The campaign likewise brings back the infamous “A Diamond is Forever” tagline, now reflected across all De Beers brands. It also highlights life’s multifaceted commitments and celebrations that are made more pronounced by a new generation of consumers committed to personal development, families, friendships, society and nature.

The initiative marks “a fresh, purpose-led brand strategy and new chapter” in the company’s 133-year history.

De Beers CEO Bruce Cleaver commented, “The meaning of ‘I do.’ has expanded and it’s more relevant than ever – and diamonds have a broader spectrum of meaning than ever before. With our new 'one De Beers' vision, which encapsulates the essence of our brand’s purpose and enables consumers to interact with it in new ways, we see an exciting opportunity to shape the future of diamonds.”

The new campaign features a wide range of diamond jewellery from across its two houses, De Beers Jewellers and De Beers Forevermark, as symbols of these commitments as well as the group’s own dedication to sustainability and responsible practices. 

Described as poetic and moving, the multi-channel campaign was shot mainly outdoors – in forests, open fields and by the sea, and with a diversified cast comprised of couples and individuals. Messaging is centred around topics such as staying true to oneself, not compromising, fighting for one’s beliefs and celebrating nature. 

Jonas Lindstroem, campaign photographer and director, said, “What I loved most about the concept is the simple, yet progressively modern approach to what it means to commit to something in today’s world. Using the history of the brand to shine new light on the idea of saying yes – to somebody, for something, to yourself.”

The campaign also reflects De Beers’ updated vision of “One Brand, Two Houses.”  De Beers Jewellers and De Beers Forevermark now co-exist under one umbrella, marking the shift to a unified, consumer-centric and purpose-driven brand, according to the group. 

De Beers remains committed to “Building Forever” — ensuring their diamonds make a positive impact for people and the planet. "Building Forever is the company’s blueprint for a better future, one that is fairer, safer, cleaner and healthier, where communities thrive and the environment is protected. It falls into four key pillars: Leading ethical practices, partnering for thriving communities, accelerating equal opportunities and protecting the natural world," the company said.