De Beers’ strategy for brown and yellow diamonds revealed at JCK las Vegas

De Beers unveiled a new marketing strategy to enhance the profile of brown and yellow diamonds at the JCK Las Vegas show last week, describing it as the company’s first “beacon” product in over a decade. Brown and yellow diamonds have historically been less popular and less valuable than traditional colourless diamonds.

De Beers describes the diamonds it’s marketing as “warm whites to champagne tones and amber hues” and says they “draw inspiration from the desert landscapes from which many natural diamonds originate”.

De Beers showcased new Ombre Desert Diamonds design concepts at JCK and said it was investing significantly in media and digital campaigns to drive consumer demand at the point of sale.