As De Beers doubles down on natural diamonds over lab-grown ones, it’s releasing an ad campaign—in partnership with retail group Signet Jewelers of Akron—that says a natural stone, much like finding ...

Fresh, authentic campaign connects the journeys of ‘Zillennial’ couples, who are leading the engagement recovery, with the incredible journey that natural diamonds take as the ultimate symbols of ...

De Beers chief executive Al Cook wants to save a generation of lovers and newlyweds from what he calls a “huge con” when it comes to buying diamonds. In the process, he hopes to rescue his iconic ...

Forbes contributors publish independent expert analyses and insights. Pam Danziger reports on retail, focused on the luxury consumer market. De Beers launched its largest diamond campaign in a decade, ...

De Beers Group thinks life should sparkle. That's why its new marketing campaign "Forever Present" believes natural diamonds are an enduring gift. The work, by Arnold, returns to the jeweler's ...

De Beers Group said Thursday that it plans to close Lightbox, its lab-grown diamond jewelry brand, saying that the closure reinforces its “commitment to natural diamonds in the jewelry sector.” As ...

Diamond giant De Beers slashed the price of its lab-grown rocks by nearly 40%, citing their plummeting wholesale prices, the London-based company said Friday. The man-made gems, which have gained in ...

The popularity of synthetic stones has sent the market for natural diamonds crashing. With consumers confused about how to tell the difference, how can a market leader like De Beers regain its sparkle ...

De Beers, the London-headquartered diamond mining icon, is confronting a crisis of value and identity in 2025. Under CEO Al Cook, appointed in early 2023, the company has intensified efforts to defend ...