De Beers launches Desert Diamonds jewellery line

De Beers Group has introduced Desert Diamonds, its first new jewellery concept in over 10 years, supported by the company’s largest category marketing campaign.

The concept, described by De Beers as a new “beacon”, was first presented at the JCK Las Vegas Show earlier this year. 

It features natural diamonds in a range of tones from white to champagne and amber, reflecting the appearance of stones found in desert environments.

De Beers said the initiative aims to highlight consumer interest in jewellery that “reflects individual style and authenticity”. 

Company research indicated strong purchase intent, with more than 90% of surveyed consumers expressing interest in buying a Desert Diamond.

The launch will involve retail partnerships with independent jewellers and larger chains, including Jared Jewelers and Kay Jewelers, which will introduce collections based on the concept.

The global campaign will run across television, digital, outdoor and social media channels.

Sandrine Conseiller, chief executive of De Beers Brands and Diamond Desirability, said: “We are seeing a 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. The launch marks the next stage in the company’s efforts to promote natural diamond jewellery through industry collaboration.

“Over a century, from the eternity ring to the tennis bracelet, our beacons have not only shaped jewelry trends but become cultural icons. Desert diamonds represent 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 jewelry and all it represents.”