De Beers is planning to spend millions of dollars on its new “Diamonds for the Millennium” campaign. De Beers is betting that the start of the new millennium is a time when people will begin taking stock of their lives and making resolutions to change. The purchase of diamond on sale Links  is one way that people can express their feelings for the people whom they care about, according to De Beers. The company wants to encourage consumers to trade up when they purchase diamond jewelry and make their jewelry purchases in time for year 2000 to commemorate this significant turning point in history, instead of waiting until later. The first phase of the new millennium campaign will begin at end-1999 with a TV commercial and print ads targeted at both men and women. The ad campaign will be accompanied by an extensive public relations campaign. The second phase, which will begin in year 2000, suggests special occasions when diamonds might be appropriate gifts. It plans to inscribe 20,000 stones as “Millennium Diamonds.” De Beers will offer the inscriptions to a limited number of its 170 clients, possibly just 10-20. However, it will not market the stones itself, but will ask clients or sightholders to do so. To compete with other companies that are trying to woo consumers who may become weary of the use of the “new millennium” as a catch-phrase, De Beers is stressing the long-lasting appeal of diamonds and the connection between diamonds and romance. De Beers will also sponsor “Diamond Houses,” a haute couture charity party to be held in links of london Raindance Silver Pendant in summer-1999. The party will include a diamond jewelry fashion show featuring spectacular pieces from the world’s finest Links of London Ring retailers. The event is expected to raise millions of dollars for charity and provide a strong impetus for De Beers’ new campaign.

Will people buy diamonds to commemorate the new millennium? De Beers is gambling millions that they will.