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De Beers Diamond Jewellers Reveals New Global Campaign ‘When Only Forever Will Do’




(PRESS RELEASE) De Beers Diamond Jewellers unveils a new global campaign that celebrates real women, our clients who have chosen to mark their own unique stories with De Beers diamond creations: the ultimate symbol of Forever. 

Diamonds have always had the power to capture cherished memories. These natural wonders inspire our design studio to create jewellery pieces that can mark significant moments and give ultimate permanence to important chapters in the lives of the women who wear them. Each piece celebrates a milestone or a loved one, a memory or an event, capturing and safeguarding it forever.

To capture a moment forever, she celebrates with a Diamond of Forever. When Only Forever Will Do. 

Through the deeply personal stories of real De Beers clients, When Only Forever Will Do explores the meaningful connections between a woman, her treasured moments and her jewellery and how these become a part of her unique story. 

The campaign launches globally with three ‘Women of Forever’, soon to be followed by additional inspiring individuals. 


Each woman invited to be a part of the campaign reflects today’s multi-faceted femininity, with her own unique combinations of strength, vulnerabilities, curiosities and passions that shape an innate individuality and inner brilliance. Although every woman’s story is different, our Women of Forever are all united by a desire to celebrate chapters in their lives with peerless De Beers diamond jewellery. By choosing to celebrate life’s milestones with De Beers diamonds, each woman recognises that only the timelessness of a diamond can do her unique story justice and hold its beauty and emotional resonance for years to come. 

The bond between the Women of Forever and their De Beers diamond jewellery is made possible by 130-years of passionate diamond mastery and knowledge. Throughout this campaign the craftsmanship behind each woman’s piece is revealed, introducing the diamond experts and designers who brought them to life. This unique heritage, expertise and passion is what makes De Beers the Creators of Forever. 

François Delage, CEO of De Beers Diamond Jewellers, commented: “We are thrilled to unveil our new communications campaign exploring real stories of real women. When Only Forever Will Do is all about authenticity, celebrating the unique stories and individuality of women who appreciate the timelessness of peerlessly beautiful diamonds and have their own personal connection with their De Beers jewellery. We look forward to sharing the inner brilliance of more Women of Forever throughout 2018.”

The Women of Forever’s stories are brought to life through print and digital advertising, and a dedicated content hub on the De Beers website where one can delve in to each woman’s story through videos and behind the scenes photography. 

Within these videos and photos, we discover each woman’s chosen De Beers diamond jewellery pieces, as well as selected personal objects to illustrate her unique story and personality. Even the location for the photographs, chosen by each woman individually, highlight facets of her life. 



“I just walked in and it was there looking at me. This was the one. It was just perfect.” 

Maria is one of the three inaugural Women of Forever. Drawing on her background in fashion, Maria reveals her unique sense of creativity and how it was first sparked by the excitement of her grandfather’s coat factory, subtly hinted at in campaign visuals where we see his tailor’s chalks. Her search for perfection is rooted in a passionate desire for self-expression; only when every carefully-chosen element comes together will her personality be reflected. This is exemplified by her long search for the perfect diamond engagement ring, which ended when she discovered a yellow diamond solitaire ring at De Beers. Even at first sight, Maria reveals how this ring reflected her personality and drew her gaze instinctively with its one-of-a-kind character. 



“When I’m wearing my bravery pendant I feel confident” 

Yumi, one of the Women of Forever, chose to be photographed in London’s iconic Kew Gardens – a place of calm escape when she wants to be surrounded by nature. As well as finding balance in her affinity for the natural world, Yumi also draws on the strength of her De Beers Talisman Bravery Medal; one of ‘The Eight Virtues’ Talisman series set with peerless rough and polished diamonds. When wearing this piece, Yumi feels emboldened to embrace life’s challenges with strength and determination. Through the campaign, it is revealed how Yumi’s De Beers pieces represent different periods in her life, like chapters in a book. 



 Fan Bingbing 

“If a woman’s heart is a diamond, her life experiences are the polishing.”

Acclaimed actress, entrepreneur and philanthropist Fan Bingbing is also one of the De Beers Women of Forever. A real friend of the brand and brand ambassador in China, Bingbing has been present for significant milestones in De Beers’ recent history. The campaign explores Bingbing’s fascinating story of inner strength and instincts, including how she pursued her passion for acting in defiance of the expectation of her parents. This ambition led Bingbing to the Cannes Film Festival, where she marked being a judge at the prestigious event in 2017 with peerless De Beers High Jewellery pieces. Through Bingbing’s personal possessions featured in the campaign, new facets of her journey to where she is today are revealed, including her little-known musical talents in playing the flute and piano.


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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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