De Beers Rolls Out New TV Commercial

November 3, 1999

De Beers Rolls Out New TV Commercialk

De Beers will debut a TV commercial Nov. 15 to promote its new "Design Your Own Engagement Ring" feature on its Web site, www.adiamondisforever.com.

The commercial, called "Click," shows a woman's hand on the computer mouse clicking through sections of the Web site. As she clicks the mouse, a diamond ring begins to materialize on her finger. The voiceover says "Design the perfect diamond engagement ring in just minutes. You'll have the rest of your life to design the perfect husband."

The Design Your Own Engagement Ring feature launched in June. Since its inception, the number of visits to the site jumped from 70,000 to 342,000, about 400%. The feature has been reviewed by Cosmopolitan, Details, InStyle, Bridal Guide and the MSNBC network.

- by Stacey King