DPA to Unveil New Slogan That Will Replace ‘Diamonds Are Forever’

Mining companies say that old slogan doesn’t resonate with millennials.

The Diamond Producers’ Association – a group of leading mining companies, including De Beers – says it will unveil a new slogan at the upcoming JCK Luxury show in Las Vegas that will replace “Diamonds Are Forever,” Reuters reports. The article says that the new campaign will target millennials, with DPA chief executive Jean-Marc Lieberherr noting that the longtime “Diamonds Are Forever” slogan doesn’t resonate with the rising generation. The DPA is also looking to the U.S. market to spark recovery in the global diamond industry, as the U.S. accounts for 45 percent of overall demand.

Read more at Reuters