De Beers is cutting its U.S. marketing budget, forcing the layoff of 11 employees working on the Diamond Trading Co. (DTC) account at advertising firm JWT. Sally Morrison of the Diamond Information Center confirmed to National Jeweler that the cutbacks are related to the perception that the United States is headed into a recession, and that 2008 is expected to be a tough year for everyone. As a result, De Beers is refocusing its efforts to concentrate on the male consumer; the company's "beacon" products, such as Journey diamond jewelry and three-stone rings, won't include anymore female-targeted advertising.

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