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June 27, 2005
LuxNews: De Beers Diamonds Reinventing Itself
De Beers just threw a lavish party to kick off a campaign to join Harry Winston, Tiffany and Cartier as a household name in diamonds. The 1948 "A Diamond is Forever" slogan is out and "Forever, Now" is in, as reported by the NYT Sunday Styles section.
LVMH Moët Hennessy Louis Vuitton sought partnership with the De Beers wholesale conglomerate several years ago and has stated intentions of making the retail brand a household name within ten years. One tactic, at least initially, will be to undersell the competition by, for example, selling a diamond appraised at half a million dollars actually for half a million dollars.
Posted on June 27, 2005 in Jewelry | Permalink
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Comments
I would have guessed that the DeBeers name is already widely recognized. Although, perhaps not as a retail brand. It will be an interesting transition to watch.
Posted by: Engagement Rings | Nov 11, 2005 7:23:08 AM
