De Beers plc
Translating De Beers’ Luxury Across Cultures
It is difficult to overemphasise how much De Beers has shaped the way diamonds are seen today. The company completely dominates the global diamond market, with widespread mining operations in Botswana, Namibia, South Africa and Canada. Founded in 1888, De Beers has progressed in leaps and bounds over the decades, forging links with Anglo American plc, J P Morgan, Louis Vuitton and other global corporations.
De Beers has had some of the most successful marketing campaigns of all time, giving new meaning to the concept of what a diamond is. Among their celebrated advertisements and ideas is the slogan ‘A Diamond is Forever’, from an advert in 1947. This phrase spawned a huge amount of media attention and put a new slant on what was previously just another precious stone. Since then, De Beers has been marketing innovative ring designs for particular purposes such as the ‘right hand ring’, worn by women to signify independence.
Brightlines works closely with De Beers’ creative agencies.
Brightlines worked closely with De Beers to produce brochures aimed at the European, Middle Eastern, African and Asian markets, and high-end sales material in Chinese, produced with desktop publishing software. This involved typesetting and production to meet the tastes of some of the world’s most distinguished designers.
Reaching markets the other side of the globe is very important for a firm such as De Beers, in order to maintain its huge financial power in newly developing countries. As countries develop, they experience needs they have never felt before. The need for luxury is one of them, and as developing nations blossom, De Beers must make sure it is an ingrained brand name in order to continue its success. This is why De Beers chose Brightlines. We are reliable and precise in our translation, maintaining the high reputations of the companies we work with.
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