N. W. Ayer & Son, the advertising firm retained by De Beers in the mid-20th century, succeeded in reviving the American diamond market and the firm created new markets in countries where no diamond tradition had existed before. N. W. Ayer's marketing included product placement, advertising focused on the diamond product itself rather than the De Beers brand, and associations with celebrities and royalty. Without advertising the De Beers brand, De Beers was advertising its competitors' diamond products as well, but this was not a concern as De Beers dominated the diamond market throughout the 20th century. De Beers' market share dipped temporarily to second place in the global market below Alrosa in the aftermath of the global economic crisis of 2008, down to less than 29% in terms of carats mined, rather than sold. The campaign lasted for decades but was effectively discontinued by early 2011. De Beers still advertises diamonds, but the advertising now mostly promotes its own brands, or licensed product lines, rather than completely "generic" diamond products. The campaign was perhaps best captured by the slogan "a diamond is forever". This slogan is now being used by De Beers Diamond Jewelers, a jewelry firm which is a 50/50% joint venture between the De Beers mining company and LVMH, the luxury goods conglomerate.
N. W. Ayer & Son, the advertising firm retained by De Beers in the mid-20th century, succeeded in reviving the American diamond market and the firm created new markets in countries where no diamond tradition had existed before N. W. Ayer's marketing included product placement, advertising focused on the diamond product itself rather than the De Beers brand, and associations with celebrities and royalty. Without advertising the De Beers brand, De Beers was advertising its competitors' diamond products as well, but this was not a concern as De Beers dominated the diamond market throughout the 20th century De Beers' market. share dipped temporarily to second place in the global market below Alrosa in the aftermath of the global economic crisis of 2008, down to less than 29% in terms of carats mined, rather than sold. The campaign lasted for decades but was effectively discontinued by early 2011. De Beers still advertises diamonds, but the advertising now mostly promotes its own brands, or licensed product lines, rather than completely "generic" diamond products. The campaign was perhaps best captured by the slogan "a diamond is forever". This slogan is now being used by De Beers Diamond Jewelers, a jewelry firm which is a 50/50% joint venture between the De Beers mining company and LVMH, the luxury goods conglomerate.