Staff Writer
De Beers Group has launched Desert Diamonds, its first new “beacon” in more than a decade, supported by the company’s largest marketing investment in over ten years.
A De Beers beacon is a celebration of natural diamonds presented through a jewellery concept that unites the industry around a central idea and inspires category-wide marketing efforts.
First unveiled at the JCK Las Vegas Show earlier this year, Desert Diamonds draws inspiration from desert landscapes where many natural diamonds are found.
The collection celebrates a range of colours from warm whites to champagne tones and amber hues. It uses this natural colour spectrum as a symbol of authenticity, offering consumers a new way to connect with the story behind their diamond.
The launch reflects a growing consumer interest in jewellery that expresses individuality and personal meaning.
De Beers said consumers are showing a strong preference for diamonds with earthy tones, seeing them as a way to create a distinct look and a closer connection to nature.
Research and creative testing by De Beers showed high purchase interest, with more than 90% of consumers saying they would like to own or consider buying a Desert Diamond.
The launch will be supported by a global campaign across television, outdoor, digital, audio, and social platforms.
The campaign tells the story of how each diamond is unique, shaped by time and the elements, mirroring the individuality of the wearer.
It invites consumers to view these diamonds as personal connections to the earth and symbols of authenticity.
Sandrine Conseiller, CEO of De Beers brands & diamond desirability, said there is growing demand for distinctive diamonds. “We are seeing desire for unique, characterful diamonds growing everywhere, from celebrity engagements to everyday style. More and more people want a diamond that reflects their own story, something truly individual to mark the most precious moments in their life,” she said.
“Over a century, from the eternity ring to the tennis bracelet, our beacons have not only shaped jewellery trends but also become cultural icons. Desert Diamonds represents a new chapter in this proud history, combining powerful storytelling with natural beauty. I am delighted that the diamond industry is coming together and joining us in inspiring a renewed surge of love for natural diamond jewellery and all it represents,” Conseiller said.
