When It Comes Naturally

We want our food, our clothes, and our skincare to be natural. Toranj Mehta of De Beers says diamonds should be no different.

- Tsunami Costabir

Few companies have shaped culture the way De Beers has. With a long, layered history stretching across more than a century, De Beers has fundamentally shaped the way the world perceives diamonds. From the legendary 'Diamonds Are Forever' campaign—arguably one of the most successful advertising slogans of all time—to popularising the concept of solitaire engagement rings, De Beers has left an indelible mark on consumer culture.

At its peak, the brand did more than just market jewellery; it transformed diamonds from a luxury once reserved for royalty and the aristocracy into symbols of aspiration and love for the middle class—all by making diamonds more accessible. But times change. And as Toranj Mehta, Vice President of Marketing at De Beers, admits, the company today is engaged in a "fight for relevance."

The diamond industry faces new challenges—not from another gemstone, but from lab-grown diamonds, a category that has quickly gained visibility, affordability and acceptance among younger consumers.

A Question Of Value

Lab-grown diamonds are chemically identical to natural ones, but Mehta is quick to point out that the two cannot truly be compared. "Yes, lab-grown diamonds are amazing in their own right, but they have a large application in industrial uses—from aerospace to electronics," she explains. "They're simply not the heirlooms that natural diamonds are."