Unlike in previous times, the jewelry industry has encountered problems selling diamonds to the

millennials. As such, it has been long since the companies channeled their focus to weddings developing

rings of choice to brides. De Beers first launched its famed campaign, "A Diamond is Forever." (David &

David, 2020) The campaign targeted the baby boomers and war veterans until the emergence of the

millennials. Here, the company began to experience difficulties in marketing its products since the

millennials were not into marriages.

Additionally, some of the millennials were also skeptical about using diamonds (Lim, 2017). They

wanted to deviate from the old folks' norm and seek out their expressions and establish their traditions. To

efficiently advertise to millennials, De Beers should partner with other companies in the industry and

develop more campaigns to persuade millennials into believing that diamonds are the best symbols of a

romantic commitment across the years. Secondly, De Beers should try to extend the diamonds' life to the

environmentally sensitive millennials from the baby boomers (Banks, 2016). Here, they should strive for

the changing mindset of reusing and repurposing. The old vintage stones will be advertised to couples that

look for unique tastes. Millennials have always strived to get more for less. Through the above, the De

Beers could utilize the opportunity to influence millennials' financial decisions. Lastly, unlike in the

previous generations, the company could better advertise its products by customizing their rings

according to the millennials' tastes and preferences considering the current trends.

The demand for diamonds among people is usually inclined because consumers of the product desire to

receive and give a gift. In consumers' minds, jewelry is generally more than a mere financial transaction

(Danziger, 2017). Baby boomers have the finances to purchase even the most expensive products.

Therefore, the company should ensure the production of quality diamond rings to the generation. The

value of the diamond jewelry to many of the baby boomers is reflected in the same cost. The company

should also use less slang advertising since the baby boomers associate the same with an insincere

business (David & David, 2020). Using slang also creates some miscommunication and a lack of clarity.

The above can turn to losses for the company if baby boomers do not purchase their products. Baby

boomers take their time to validate the legitimacy of a product before making purchases. They engage
themselves in research, implying that they have to invest in detailed advertisements concerning the

products (Rapaport, 2002). Therefore, De Beers have to put extra time and effort to ensure that their

product seems superior and worth in the eyes of the baby boomers. De Beers should be ready to put down

every reason explaining why the baby boomers have to purchase from them. Lastly, social media is also

an important channel to get to the baby boomers. The company should create nostalgic memories that

target the baby boomers on social media platforms such as Facebook (David & David, 2020). In using

social media, the kind of information that has to have relied on them should be less offensive and instill

hope among them.

Since long ago, women have been the greatest target for De Beers courtesy of their tendencies to value

jewelry. As such, they also form the channel to influence men into purchasing the product. However,

according to the market trends, married women buy more jewelry than unmarried. To control unmarried

women, the company can apply similar methods to those of the millennials. Because available women are

focused on the general beauty, De Beers should consider customizing the product to remain unique and

relevant to the audience. Diversification is also another essential element in targeting unmarried women

(Ghattas, 2020). The company should dwell on rings and other body jewelry like necklaces and bracelets,

among others. The majority of the unmarried women are usually financially stable, and therefore, the high

prices of the products reflect the quality that the available women mostly adore. Lastly, social media is

another tool that should be significantly utilized in targeting unmarried women (David & David, 2020). It

is here that they will see the different brands and be influenced by a diversity of the existing company

products from where they will be incited to purchase. Therefore, it is prudent for the company to avail

itself in various adverts on social media platforms. Unlike unmarried women, unmarried men have

limited choices but value diversity and uniqueness. For uniqueness, the company should capitalize on its

products' vintage models, particularly on products such as watches and chains (Ghattas, 2020). Men are

the opposite of women when it comes to spending. They are fewer spenders who will necessitate the

company to offer quality for lower prices.

References
Banks, L. (2016, December 5). At De Beers: Millennials and Diamonds. The New York Times.
https://www.nytimes.com/2016/12/05/fashion/jewelry-de-beers-diamonds.html.

Danziger, P. N. (2017, August 2). How To Sell Diamonds To Millennials. Forbes.

https://www.forbes.com/sites/pamdanziger/2017/08/01/how-to-sell-diamonds-to-
millennials/?sh=7ec6a95216f3.

David, F. R., David, F. R., & David, M. E. (2020). Strategic Management. Pearson.

Ghattas, Y. (2020, July 6). Why De Beers Couldn't Sell Diamonds to Men. Medium.
https://medium.com/better-marketing/why-de-beers-couldnt-sell-diamonds-to-men-
6e171b83a86d.

Lim, B. (2017, July 26). The diamond industry is looking to millennials. CNBC.
https://www.cnbc.com/2017/07/25/the-diamond-industry-is-looking-to-millennials.html.

Rapaport, M. (2002, July 24). Baby Boomers. Diamonds.Net.

https://www.diamonds.net/News/NewsItem.aspx?ArticleID=6727.