De Beers' marketing strategies in the early 20th century are a masterclass in shaping consumer behaviour and perceptions. Their "A Diamond is Forever" campaign was groundbreaking in several ways, that continue to influence the diamond industry and consumer mindset today. The Challenge: De Beers needed to revolutionize social perceptions ingrained over generations, that diamonds were exclusively for the wealthy . Amidst economic hardship and declining diamond sales post-W
