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Five ways the diamond industry is adapting to secular headwinds – Econsultancy

Five ways the diamond industry is adapting to secular headwinds – Econsultancy

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?

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