“If I look at the future of diamonds, it is way beyond mining,” Cook told the Financial Times. “I’m really excited by the idea that we can really deploy our full strategy all the way to creating the world’s greatest jewellery maison [house], which would not be a natural part of a mining company.”
De Beers has a history of driving increased demand for mined diamonds and its “Origins” strategy seeks to do exactly that, with an emphasis on appealing to a new generation of consumers.
The plan will involve revitalizing category marketing to boost interest for diamonds, as well as utilizing innovative methods to maximize reach and impact, the company said.
De Beers, which coined the slogan “Diamonds are Forever”, is also ditching man-made stones. This means it would end a six-year experiment to sell lab-grown diamond jewellery through its own brand, Lightbox, created in 2018.
While the miner is not halting the…
