New Delhi: De Beers has stepped up its marketing efforts in India, partnering with retailers and launching campaigns to promote natural diamonds in the hope of countering both the general slump in ...

De Beers's move comes amid a rise in popularity of lab-grown diamonds, which typically cost at least 30-40% less than mined ...

De Beers is synonymous with diamonds, having coined the phrase “diamonds are forever” back in 1947. However, the company’s own business in precious stones has been in jeopardy following ...

Statement necklaces returned to prominence this year dominating the Academy Awards red carpet in various forms including drop necklaces. Bruna Marquezine dazzled in a dramatic drop necklace featuring ...

Diamonds were first discovered in India around 4th century BCE, where they were valued more for their hardness than their beauty. Ancient civilizations used diamonds as tools for engraving and ...

Departing from their traditional, generic 'diamonds=love' messaging, the DTC's Spotlight On Love campaign communicated specific product and occasion stories for the first time, creating beacons of ...

The holy grail of red carpet fashion, the Academy Awards is the moment when stars bring their sartorial best. More and more, that means collaborating with a major luxury fashion house on a gown or ...

When you think about all of the iconic hits that have been released as theme songs for the James Bond film franchise, there are plenty of songs that might immediately spring to mind. You’ve got ...

‘Diamonds are forever’ is the timeless advertising slogan developed for De Beers by copywriter, Mary Frances Gerety, in 1947. Rather than a cynical bit of marketing, what Gerety had done was to tap ...