Diamond branding dilemmas

Branding might have boomed in some jewellery categories,but can it really succeed on the same level for diamonds? Naomi Levin investigates the barriers and benefits.

As with most stories about diamonds, this one begins with De Beers.

Close to two decades ago, the global giant’s famous marketing department had a eureka moment. Other luxury goods – perfume, luggage, cars and fashion – rely on brandi...

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