"Authenticity" is going to sell diamonds this year. Not that the message of love and happiness in "A diamond is forever" is going to be abandoned. That slogan, which has served De Beers well for 66 years, is the intellectual property of its Forevermark brand. Market research undertaken by the recently formed seven-member Diamond Producers Association (DPA) shows that the millennium generation values brands and uses the words "real" and "authentic" in talking about relationships. So the DPA’s campaign, launched in June, will focus on the slogan "Real is rare. Real is a diamond". The formation of the DPA shows global generic diamond marketing, which relied on De Beers for decades when it dominated the market, is now being shared among a broader group of producers. Individual producers including De Beers will continue to promote their own brands. Market research has also shown that consumers have confidence in brands. Bad publicity in recent years about "blood diamonds" financing armed...
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