STRATEGY 企业策略 26 | JNA November/December 2024 The diamond industry is adopting fresh marketing strategies to foster consumer demand for natural diamonds amid a challenging business environment. These initiatives are largely dependent on retailer partnerships for deeper market engagement and social media for a more tailored and modern approach. 钻石业界正积极培养消费者对 天然钻石的需求，以崭新策略克服营商挑战。零售商们也齐头并进，借助合作项目提升市场参与度，并 通过社交媒体推出更具针对性的宣传方案，为刺激销量呐喊助威。 天然钻石热度重燃 Rekindling desire for diamonds | Olivia Quiniquini 程爱莉 | Diamond industry stakeholders are zeroing in on retailers and social media to reinvigorate consumer demand for natural diamonds in an ever-evolving business environment. At a trade presentation during Jewellery & Gem WORLD Hong Kong in September, De Beers CEO Al Cook projected natural diamond demand to increase by 3 per cent annually till the end of the decade. Partly fuelling the sector’s recovery is the expected increase in engagements as well as the expansion of diamond’s role as a symbol of love beyond romance. According to Cook, aside from the myriad supply and geopolitical challenges that created the “perfect storm” for the diamond industry in 2023 and 2024, sales were likewise hurt by the drop in engagements resulting from couples not forming during the pandemic due to lockdowns. He noted that it takes on average three years for new couples to get engaged. “As we move further away from pandemic-related lockdowns, more of the couples that have since formed will likely get engaged. Signet proprietary data indicates a 25 per cent increase in US engagements over the next three years. Signet also saw a 4 per cent increase in engagements in the second quarter of 2024 alone, and their predictive measures show a 9 per cent increase in the milestones that lead to the purchase of an engagement ring,” Cook shared. Aside from the bridal category, bolstering desire for diamonds among younger generations in key markets is another priority for De Beers. Pivotal to this is its collaborations with major retailers – Signet in the US, Chow Tai Fook Jewellery Group in China, and Tanishq in India. De Beers Brands CEO Sandrine Conseiller noted, “We have decided to be where the consumer is – in retail.” US engagement According to Conseiller, Gen Zs – together with millennials – represent more than 60 per cent of buyers of diamond jewellery in the US. Within 10 years, they will account for over 40 per cent of the luxury market as a whole. These consumers tend to wear their jewellery every day, get married later and are heavily influenced by social media. Among De Beers’ priorities in the US are differentiating lab-grown diamonds (LGDs) from natural diamonds and making the latter culturally relevant to Gen Z consumers, in partnership with Signet. Since the bridal segment of the US diamond jewellery market is worth some US$10 billion, De Beers and Signet launched the “Worth the Wait” campaign focusing on themes of modern love and evolving dynamics. Unveiled in October, it targets Zillennial couples who are leading the engagement recovery. 25% Expected increase in US engagements over the next three years, according to Signet proprietary data 根据Signet的专有研究数据，预计未来三年美国订婚率的增幅
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