Diamond mining company De Beers Group has announced plans to invest in encouraging its customers to engage more with the company’s many social purpose missions.

David Prager, executive vice-president and chief brand officer of De Beers, said: “What if the precious De Beers diamond around your neck played an active role in safeguarding precious endangered species in the area where it was found?

“What if the De Beers Forevermark diamond studs you bought yourself to celebrate that new job had a role in creating 10,000 women entrepreneurs in the places where it was found?

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“And what if owning a diamond discovered by De Beers meant you were playing an active role in the fight against climate change because the unique properties of the kimberlite rock your diamond was liberated from pulls carbon from the atmosphere and safely stores it away for a millennia, turning a diamond mine into a carbon vault?”

The company hopes that customers will engage directly with its Building Forever mission to achieve ambitious sustainability goals by 2030.

Also, discussing a change to the company’s marketing strategy, Stephen Lussier, executive vice-president of consumer markets and chairman, De Beers Jewellers and De Beers Forevermark, noted it will be “…the most significant step-change to our marketing approach in the past decade.”

He went on: “We will focus our marketing investment on driving what we call’“fame and love’ for the De Beers brand because the De Beers brand drives desire for De Beers Jewellers, De Beers Forevermark and awareness for De Beers Code of Origin.

“We have combined the marketing teams and budgets of De Beers Jewellers, De Beers Forevermark and De Beers Group. That means more compelling storytelling that has an opportunity to connect with all consumers.”