Diamond industry players are stepping up promotional initiatives to bolster market demand. The World Federation of Diamond Bourses (WFDB) has launched a social media campaign to promote natural diamonds while De Beers Group has made Botswana’s first Olympic gold medalist its global ambassador.

The WFDB campaign, “Moments,” celebrates the emotional significance of natural diamonds in life’s most cherished memories. 

The first post features a mother gifting her diamond ring to her daughter, saying “This diamond has seen me through life’s most precious moments, and now it will witness yours.” It adds, “A natural diamond like this is not just jewellery – it is a symbol of permanence, a reminder of the bond we share, and a connection to the love passed down through generations.” 

The tagline of the campaign is Crafted by Earth, Celebrated by You.

WFDB President Yoram Dvash said that promoting natural diamonds is a key goal of the federation. “We are dedicated to doing our part to place natural diamonds back in their rightful position as symbols of everlasting love. This campaign is the first of several steps we are taking to portray the beauty and emotion inherent in natural diamonds," he said.

Dvash had earlier underscored the importance of sustained, intensive marketing campaigns to foster consumer desire for natural diamonds, particularly among younger generations. “These consumers have not been exposed to generic campaigns extolling natural diamonds as symbolising eternal love, something that was clear to older generations,” he told JNA in an earlier interview. “We hope that the industry will begin to correct this by unifying behind ongoing generic campaigns over time.”

Meanwhile, De Beers Group has appointed Letsile Tebogo, Botswana’s 200 metres Olympic gold medallist and World Athletics Male Athlete of the Year 2024, as its Global Ambassador. This marks the start of a unique collaboration that celebrates both his athletic achievements and the transformative power of natural diamonds.

The collaboration builds on Botswana’s journey over more than five decades to become a world-leading diamond producer, which has in turn transformed the prospects for its people. It will involve a series of engagements and media activities focused on celebrating the good that De Beers’ natural diamonds do, according to the company.

“Letsile’s journey from Botswana to Olympic glory mirrors the transformation of natural diamonds. Just as diamonds are shaped by pressure and time, Letsile’s story embodies the spirit of Botswana’s progress," said Sandrine Conseiller, CEO of De Beers Brands. “We are incredibly proud to work with Letsile as we celebrate not only his achievements, but also the remarkable parallel between the realisation of human potential and the journey of a natural diamond.”