If there was ever an industry that marketing made, it is arguably the diamond industry.
Industry titan De Beers, with the help of American agency N.W. Ayer, turned the stone into a cultural symbol of love and a prerequisite for marriage. The slogan "A Diamond Is Forever" is one of the most iconic marketing slogans ever conceived and has been in use for decades.
But while a diamond might indeed be forever, the days of easy selling has proven not to be. Sales of diamonds are slowing and the industry faces a number of secular headwinds.
But what are those headwinds and how is the diamond industry responding?