De Beers announces a new global campaign centred on commitments to ourselves, to one wider world.

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 friend ships, to their families, to society, and to the natural world. The meaning of ‘I do.’ has expanded and it’s more rel evant 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 brand’s 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 Be ers hold for consumers, highlighting the positive impact they have in the world and the exceptional beauty of those selected for our Jewellery