Netherlands: Zeeman sells diamond for 29.99 euros
- DRC Discount Retail Consulting GmbH
- Sep 4
- 4 min read
Updated: Sep 5
Discount Textile Retail Chain Zeeman once again surprises the market with the introduction of a lab-grown diamond in a silver pendant. Another strategic stunt that reinforces the essence of the brand: simplicity without frills, according to consumer psychologist Patrick Wessels.
Zeeman has struck again
After the wedding dress, the perfume Air and streetwear SKEER, the textile chain now presents a 'lab-grown' diamond in a silver pendant for less than thirty euros. A marketing stunt? Absolutely. But one that reinforces the essence of the brand and holds up a mirror to the entire luxury category. The media attention is massive, from MarketingTribune to AD and of course on LinkedIn and other social platforms. So, what can other brands learn from that?
The diamond as a price-psychological crowbar
Diamonds have traditionally functioned as a costly signal. They are expensive, scarce and symbolize status and eternal love. The price is the product. Zeeman breaks with this by offering a diamond for the price of a T-shirt. A great way to attract attention. It turns the well-known price-quality heuristic upside down: consumers are used to 'expensive = good'. So it excites when a brand breaks through this convincingly.
'Zeeman does not sell diamonds. She sells a statement', says Patrick Wessels Consumer Psychologist.
Lab-grown diamonds, as Zeeman offers them, are chemically and physically identical to natural diamonds, according to GIA, the main grading institute. The difference is in the origin, not in the properties. The cost price is therefore considerably lower. Something that Zeeman uses to sideline the entire category.
From status to smartness
A diamond traditionally shows how much someone can spend. Zeeman reverses that logic. Whoever buys this diamond proves that he is not paying for 'unnecessary frills'. The symbol of status changes into one of cleverness. This framing fits in with the broader movement, in which consumers value transparency and sustainability. Those who are not fooled by marketing fuss score social capital. Especially now that price consciousness and social awareness are increasingly coming together. And, that is right up Zeeman's alley within its own segment.
Persuading with Education
On the campaign page, Zeeman explains the lab-grown diamond production process (using Chemical Vapor Deposition). The brand also explains how certifications drive up the price and how margins are built within the traditional supply chain. Transparency is therefore not an afterthought, but the core of the creation.
Psychologically, this has a dual effect: it removes the fear that cheap equals fake. And it positions Zeeman as a brand that honestly explains how the market works. Exactly the same strategy that previously proved successful with the perfume "Air" and the wedding dress. Campaigns that yielded both Effie awards and significant PR impact.
Zeeman's Timing is Strategic
The timing is no coincidence. The prices of lab-grown diamonds have fallen sharply in recent years. In 2024, diamond company De Beers lowered the recommended retail price of its subsidiary Lightbox to approximately $500 per carat. A price drop of 25 to 40 percent. This revealed the wide gap between production costs and sales price.
'The product itself isn't revolutionary, but Zeeman's framing is', said Patrick Wessels, Consumer Psychologist.
The traditional diamond sector is also struggling with declining demand and fierce competition. It is precisely this tension that makes Zeeman's campaign newsworthy. The product itself isn't revolutionary, lab-grown diamonds have been around for a while—but Zeeman's framing is.
No frills, but with risks
Of course, there are risks. Zeeman deliberately doesn't provide certificates, because, according to the brand, they mainly add costs. This differs from what consumers are accustomed to from jewelers. Therefore, the trust rests entirely with the brand itself. For Zeeman, this fits the proposition, but for the category, it could represent a symbolic shift.
A second risk is that the diamond's significance as a symbol of exclusivity will further erode. For Zeeman, this is a byproduct; for traditional players, it's a threat.
Seven marketing lessons for entrepreneurs
Find friction in the market
Where price and perception consistently diverge, there's room for exposé.
Make price a creative concept
The €29.99 is the campaign, not just a footnote.
Use explanation as evidence
Explain how a product is made and priced. Transparency builds trust.
Make a moment of it
Zeeman launched with a PR event at Utrecht Central Station. That creates news value.
Build on brand DNA
'No frills' is not an empty slogan but a consistent strategy.
Play along with market dynamics
When prices fall or business models are under pressure, this offers opportunities.
Measure beyond revenue
It's about brand associations, earned media and traffic to the core collection.
Masterclass in brand building
The biggest lesson is in the brand strategy. Zeeman does not launch diamonds to structurally enter the jewellery market. The diamond is only meant to reload the brand essence. Just like before with perfume, wedding dress and sunglasses. In doing so, Zeeman proves how strong brands can confirm their identity by temporarily stepping into another domain. Not to gain market share, but to increase mental availability. The 29.99 euro diamond is not a product innovation, but a psychological masterclass in brand building.
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