In China when you get married, only a diamond will do, and the bigger the better. So as the Chinese middle-class became more affluent over the past couple of decades, diamonds’ perfect combination of luxury and romance fueled an unprecedented 30% y.o.y boom, making it the fastest-growing luxury category. [Bain, Global diamond industry, 2015] In this rising tide both international and local brands made fortunes, even spawning the launch of specialist brands like ‘I Do’ to capitalize on the bounty.
But as fewer people tying the knot, boom turned to bust, and hampered the heady growth of diamond sector in China. Our campaign identified an unlikely new target - couples who got married many years ago, creating a new target market and category-leading incremental sales in per million media spend.