Soma Bhatta (SB): Tell us about the strategic shift in the way De beers is approaching the market worldwide.
Sachin Jain (SJ): 2021 is an exciting and transformative year for De Beers, as we continue our journey to inspire desire for natural diamonds and offer consumers design-driven jewellery. Consumers increasingly expect brands to prove they are a demonstrable force for good - in their sourcing practices, impact on local communities, commitment to environmentally responsible operations, and support to social causes. We believe this notion of social purpose will come to sit at the heart of the consumer proposition for all luxury brands – and even more so when it comes to highly meaningful luxury purchases such as diamonds.
The De Beers name is iconic in the diamond industry, and De Beers has long been recognised as the global expert and authority on diamonds. Our priority is threefold – to create a step-change in how we connect our products to our purpose in the emerging consumer landscape; to double down on the unique diamond expertise of De Beers, which is what differentiates the brand and our houses from all other diamond jewellery brands; and to ensure that every dollar we at De Beers invest in communicating to consumers, whether focused on branded or corporate campaigns, creates the biggest impact possible for our partners.
SB: De Beers partners with the diamond industry at multiple levels. How will the renewed outlook impact the various stakeholders?
This story is from the May - June 2021 edition of The Retail Jeweller.
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This story is from the May - June 2021 edition of The Retail Jeweller.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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