Vicenzaoro: Is there a new paradigm in the diamond jewellery market?
Spread Your Wings collection by Akillis – photo @Akillis With its famous campaign “A Diamond is Forever”, launched in the late 1940’s, De Beers transformed the diamond jewellery, from a category afforded by only the most affluent, into a mass-consumed product. A key feature of the marketing strategy was that, while diamond jewellery would almost always be worn by women, the target audience for the campaign was primarily male, and more specifically the men who would be buying diamond jewellery for their fiancées, spouses or other loved ones. It is an approach that over 70 years later fundamentally remains the same, with relatively few shining exceptions. But the world has changed, and along with it, gender-specific conventions and expectations. Women today are the primary decision makers...
