Ebba Lundgren
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De Beers

De Beers — A Diamond is Still Forever

Strategy

De Beers is revamping the campaign "A Diamond is Forever" to align with the modern career woman who wishes to pass on her legacy to the children. We are moving away from romance and starting to talk about investments and how the stones rare color combinations determine the price.

Idea

De Beers is inviting women to an inspirational female lead panel to discuss and inspire successful diamond investments. Every woman deserves long-lasting jewelry, and during the event, De Beers will teach how a diamond lasts forever with help of personal shoppers and experts from all around the industry.


Role
Brand Strategist