De Beers Raises Marketing Budget to USD $140M

De Beers marketing spend this years is more than $140 million, This is the biggest De Beers push in a decade.

The marketing will focus on increasing consumer demand for diamond jewellery in US, China and Indian markets.

The De Beers brands, Forevermark and De Beers Diamond Jewellers. Will receive the most funding, But Debeers will also increase its contributions to the Diamond Producers Association and India’s Gem & Jewellery Export Promotion Council.

Stephen Lussier, De Beers’ executive vice president of marketing and CEO of Forevermark. Said the consumer expenditure for diamond jewellery over the past five years collectively has been the highest on record. and this made the outlook positive.

Source: DCLA