Mumbai Maharashtra India Business Wire India De Beers announces a new global campaign centred on commitments to ourselves to one another and the wider world It marks a fresh purpose-led brand strategy and new chapter in the companys 133 year long history The statement I do is one of the most significant and time-honoured expressions of intent Deeply emotional and instantly life-changing it is an eternal promise between two individuals to a shared future De Beers new campaign emphasises the importance of these powerful commitments and takes these two iconic words into new territory expanding their meaning to stand for personal pledges of all kinds to love friendship family society nature and more Bruce Cleaver CEO De Beers Group says For more than a century De Beers has played a central role in helping people express their enduring commitment to their partner Today we see a new generation of consumers who wish to communicate a wider commitment a commitment to their own personal development to their friendships to their families to society and to the natural world The meaning of I do has expanded and its more relevant than ever and diamonds have a broader spectrum of meaning than ever before With our new one De Beers vision which encapsulates the essence of our brands purpose and enables consumers to interact with it in new ways we see an exciting opportunity to shape the future of diamonds With all our marketing investment consolidated behind our iconic brand name we will amplify the emotional meaning that diamonds from De Beers hold for consumers highlighting the positive impact they have in the world and the exceptional beauty of those selected for our Jewellery Houses The campaign features a wide range of diamond jewellery from across its two Houses De Beers Jewellers and De Beers Forevermark as symbols of these promises particularly meaningful because of the companys own commitments to sustainability and responsible practices In an era where the ethics and values of both consumers and brands are paramount I do also means action and purpose By wearing De Beers diamonds customers can use them as talismans for individual and collective acts of intent towards a better brighter future Celine Assimon CEO of De Beers Jewellers and De Beers Forevermark comments The launch of the campaign marks a turning point for De Beers and paves the way for our ongoing commitment to being a purpose-driven company Our two Jewellery Houses come from one powerful brand that is proud to stand for commitments by people all over the world to what means most to them We lead by example committing to creating positive impact in the places where our diamonds are found and for the people that connect with them along their journey The poetic and moving multi-channel campaign is shot mainly outdoors in forests in open fields and by the sea It embraces diversity in its casting both via couples and individuals and in the commitments it represents across a variety of vignettes Messaging is centred around topics including staying true to oneself not compromising fighting for ones beliefs and celebrating nature The campaign also aligns with principles that sit at the heart of De Beers and its wider global community innovation for good inclusivity and protection for the environment and its people Jonas Lindstroem Campaign Photographer and Director said What I loved most about the concept is the simple yet progressively modern approach to what it means to commit to something in todays world Using the history of the brand to shine new light on the idea of saying yes to somebody for something to yourself Breaking with traditional thoughts Showcasing diversity and new ideals Embracing love as something that is beautifully manifold and free in its meaning as long as it means something to you It was a joy to translate that into moments that we wanted to feel genuine alive tangible and real Scenes filled with real characters emotions feeling Protagonists that tell a story -- real moments caught on film and photography The campaign reflects De Beers updated vision of One Brand Two Houses De Beers Jewellers and De Beers Forevermark now co-exist under one umbrella marking the shift to a unified consumer-centric and purpose-driven brand While consumers are able to access different product ranges through the two Houses they will be guided by De Beers overall reputation as a brand that stands for meaningful commitments selling iconic and timeless jewellery featuring the best diamonds from the worlds leading diamond company De Beers is committed to Building Forever ensuring their diamonds make a positive impact for people and the planet Building Forever is the companys blueprint for a better future one that is fairer safer cleaner and healthier where communities thrive and the environment is protected It falls into four key pillars leading ethical practices partnering for thriving communities accelerating equal opportunities and protecting the natural world Download images here About De Beers Established in 1888 De Beers is the worlds leading diamond company with unrivalled expertise in the discovery and selection of diamonds offering a range of jewellery through its two Jewellery Houses Founded in London with a flagship store on Old Bond Street and a presence in the most exclusive locations around the world De Beers Jewellers is the pinnacle of luxury diamond jewellery Building on De Beers 130 years of expertise the House glorifies the worlds most beautiful diamonds through creativity and craftsmanship in bold distinctive designs De Beers Jewellers has 29 stores globally and ships to 15 markets via debeerscom De Beers Forevermark is a Jewellery House offering contemporary designs featuring responsibly sourced diamonds that are hand selected for their beauty Created for marking special moments and wearing every day Forevermark diamond jewellery is timeless with a twist De Beers Forevermark jewellery is sold through forevermarkcom and approximately 2400 jeweller locations worldwide Binding them is a relentless passion for beauty and craftsmanship resulting in natural diamond jewellery that customers are proud to own and wear forever De Beers is committed to ensuring all the diamonds it discovers create a lasting positive impact for people and the places where they are found This comes with a pledge to build a better future one that is fairer safer cleaner and healthier in which communities thrive ethical practices are maintained and the natural environment is protected To View the Image Click on the Link Below De Beers Forevermark Icon Collection PWR PWR

Mumbai (Maharashtra) [India], November 18 (ANI/BusinessWire India): De Beers announces a new global campaign centred on commitments to ourselves, to one another and the wider world.

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