A Wren Says

Your lab grown diamond, it’s brilliant, beautiful, perfect. But is that really what you want? Wouldn’t you prefer a jewel that is one of a kind, with beauty only magnified by its flaws? Well, that’s what those selling natural diamonds would want you to think.

For years, the diamond industry focused on markers of perfection. But now that diamonds can be created in a lab, be more perfect, and cost less, the industry is losing that battle. That has pushed their marketing towards imperfections. Enter the Desert Diamonds strategy.

The strategy of highlighting the various colors of diamonds, previously considered imperfect, is to capitalize on the current social trend. People want something real. De Beers write this of their strategy:

Younger consumers increasingly seek authenticity, individuality and products that reflect personal expression. Our research shows a growing appetite for products that express identity as much as status, and for stories with their roots in nature rather than technology.

We see a growing trend of typos being “chic,” because they signal human writing instead of AI driven content. There is an appetite for imperfection. There is a desire to participate in real world experiences. These are not just one-off notes. These are indicative of overall trends. Consumers want authenticity. They are growing tired of technological advancements that serve to displace human innovation. The diamond industry saw that and latched on to it.

How would you respond to this trend as a marketer? How are you incorporating it into your business’s approach?