There's always room for more advertising in the realm of love and romance. DeBeers always knew that. The Diamond Trading Company has prepared a brand-new advertising campaign: “I Forever Do”. This new slogan promises to become at least as powerful as the whole series they've promoted so far. It links in an inspired manner DeBeers' famous “forever” with the wedding vow symbol “I do”.

The campaign aims at a still unexplored market segment — couples celebrating wedding anniversaries and will be launched in February. A market study revealed that the percentage of married women receiving diamond anniversary jewelry was small in 2003 — only 6%. A market with high potential was thus identified.

At first, there was the famous “A diamond is forever”, a claim that would rapidly gain the hearts of women around the world and would relate, in a definite manner, the marriage concept to that of a diamond ring. DeBeers impregnated the market with advertising of diamond engagement rings until the word juxtaposition became inseparable. Now another danger threatens the unsuspecting husbands: the diamond anniversary rings! It's now the turn of wedding anniversaries to become strictly related to a diamond ring.

The thing with this marketing trend is that it features three-stone jewelry, bringing into attention the concept of time continuity — Past, Present, Future. Well, what can we say, the more stones, the better for the business! Moreover, the bigger-better idea has also been associated to diamonds.

It's generally agreed that DTC speculates on the fixedness of the traditional idea of expressing feelings through jewelry. Well, you have to admit that what DeBeers does with such powerful tools such as Emotion and Illusion works out pretty well, in spite of our claim of reasoning adults — that we cannot be outwitted that easily.