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.”

In a WFDB statement, Dvash said the 2024 holiday season showed mixed results for the natural diamond industry. Sales of natural diamond jewellery were stable, and independent jewellers outperformed large chains. However, synthetic diamonds continued to successfully compete with natural diamond market share.

He said, "As we look forward to 2025, it seems that demand for natural diamonds is modestly recovering, driven by stable US markets and potential improvements in China. Analysts are predicting that the natural diamond industry will also see a rise in prices this year."

The industry however needs to reposition natural diamonds as rare and emotionally significant, to differentiate them from synthetic alternatives. Recent marketing campaigns by De Beers and other trade players are doing just that, Dvash noted.

The De Beers campaigns, which revived the iconic slogan “A Diamond Is Forever" to build on the historic success of its earlier decades-long campaigns, emphasise the emotional value of natural diamonds while adapting them to modern consumers.

India’s Gem & Jewellery Export Promotion Council (GJEPC) has also launched new marketing initiatives to promote natural diamonds. 

Partnering with De Beers, GJEPC created a program to support independent retailers in India with customised campaigns and training. GJEPC is also collaborating with the Natural Diamond Council in the "Make Sure It's a Natural Diamond" campaign, urging consumers to choose authentic natural diamonds, with the message “Precious things are crafted.”

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 collaboration that celebrates both his athletic achievements and the transformative power of natural diamonds.

The partnership 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 involves 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.”