De Beers Group has unveiled its U.S. holiday campaign, “Forever Present,” blending the timeless tagline “A Diamond Is Forever” with contemporary messaging to highlight the emotional value of natural diamonds. Originally penned in 1947, the tagline was reintroduced in 2023 after a 15-year hiatus.

The campaign emphasizes natural diamonds as symbols of enduring connections, featuring diverse couples and individuals marking life’s milestones. From engagements to the birth of a child, relationships between friends, family, and romantic partners are celebrated, showcasing jewelry such as studs, tennis bracelets, anniversary bands, three-stone rings, and solitaire pendants.

“De Beers’ iconic campaigns have shaped the desire for natural diamonds for decades,” said De Beers Brands CEO Sandrine Conseiller. “This refreshed approach celebrates life’s cherished milestones with modern sensibility and playful language.”

The campaign builds on De Beers’ collaborative effort with Signet Jewelers, targeting millennial and Gen Z consumers. Running nationally across digital platforms, social media, and out-of-home locations such as major airports, it will be featured on Instagram and TikTok via the @Adiamondisforever account.

To support U.S. independent jewelers, De Beers is offering campaign assets free of charge through the A Diamond Is Forever marketing website via Promoboxx.