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MARILYN Monroe may well have been right when she sang that diamonds are a girl’s best friend. However, that was more than 40 years ago, and girls have been developing new tastes, particularly in the past decade.valentine’s Day links of london   Diamonds have been losing out to a host of other luxury goods in chasing a share of the consumer dollar. Handbags, watches, pens – you name it – the luxury branded goods have been winning the retail battle as well as expanding the luxury goods market.  It is a situation De Beers knows it has to address at the start of the 21st century. A problem has been that diamonds have not been marketed as branded goods.  Links of London Necklace A diamond might be forever, but the lack of consistent branding by jewellers has meant a diamond from one retailer would essentially be seen as much the same as one from another. Changing this is regarded by Stephen Lussier, the marketing director of the group’s Diamond Trading Company in London, as De Beers’ main challenge.  To an extent, the new joint venture with French luxury goods group LVMH is an admission by De Beers that it needs and welcomes help in its marketing strategy. LVMH is particularly skilled in the art of luxury brand management. It understands brand personality, how to make products glamorous and how to make shopping a joyful experience. The link with LVMH will be central to developing a brand. Allsorts 1 row bracelet

Louis Vuitton Moet Hennessy (LVMH) – the names say it all – is one of the world’s leading luxury goods companies.  Raindance BraceletWith products ranging from Louis Vuitton bags through to Dom Perignon champagne, and Christian Dior perfumes to the Celine fashion house, what began as a number of fairly small French companies is now a world leader.