To Mine or to Grow? De Beers and the Future of "Forever"

Formulated a forward-looking brand strategy analyzing the tension between natural and lab-grown diamonds. Navigated complex market dynamics to chart strategic growth opportunities, ensuring the legacy of 'Forever' adapts to modern consumer ethics.

My Role:
📚 Independent Research & Insight Extraction: Conducted deep analysis of De Beers' 200-year history, competitive landscape (lab-grown disruptors, luxury competitors), market data (pricing trends, Gen Z purchasing behavior), and sustainability positioning.
🧭 Strategic Problem Diagnosis: Identified three core challenges beyond what the original case presented.
💡 Strategic Framework Development: Created "The Future of Forever" positioning framework with four actionable pillars.
📊 Visual Storytelling & Presentation Design: Designed a 13-slide presentation using De Beers' brand aesthetic (navy, gold, white) with custom layouts for timeline, challenges breakdown, and strategic framework.
📣 Strategic Recommendations: Positioned recommendations not as "choose natural or lab-grown" but as "choose meaning"—arguing that De Beers' survival depends on defending why premium pricing matters (ethics, impact, craft, story) rather than defending what is "real."

Tools:
-Canva (Presentation Design)
-Case Study Research & Market Analysis
-Strategic Frameworks (Problem Diagnosis, Positioning Strategy)