De Beers - Hard times: selling diamonds in a recession (how a great British idea worked across Europe and beyond)

In a recession, diamonds are not forever. During the early 1990s, sales slumped and diamond sellers were increasingly competing against a range of alternative luxury expenditure.
Agency: J Walter ThompsonAuthor: Merry Baskin

De Beers – 'hard times: selling diamonds in a recession' – how a great British idea worked across Europe and beyond

INTRODUCTION

There are several reasons why this case is uniquely interesting: there is no brand per se and every product is a one-off over whose finished form, design, price, packaging and distribution system the client has no control.

There is a dual target audience with differing needs and motivations in 23 culturally and historically disparate countries.

Nor is this a case of a demonstrable link between...

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