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De Beers Group is set to launch its Desert Diamonds bridal collection, featuring a new range of natural diamonds in a palette of warm, desert-inspired hues.
The collection follows the initial launch of the brand in 2025 and represents the company’s first major category marketing drive in more than 10 years.
The bridal range focuses on a spectrum of champagne and warm white tones, designed to meet consumer demand for individual and authentic engagement and wedding jewellery.
De Beers has collaborated with more than 60 designers, including Kindred Lubeck, to develop pieces featuring solitaire rings, three-stone rings, and diamond bands.
To support the launch, a new industry-wide campaign will begin on 13 April 2026 across the United States.
The marketing programme follows a trend in “popular culture” where warmer-toned diamonds have been adopted by high-profile figures.
Independent retailers involved in the initial 2025 pilot reported an increase in foot traffic and enquiries regarding how natural tones could be applied to bridal milestones. Participating businesses can access marketing materials and inclusion in a global store locator.
Sandrine Conseiller, chief executive of De Beers brands and diamond desirability, said: “The success of Desert diamonds has reaffirmed something we’ve long believed: today’s consumers are drawn to what is real, rare and deeply personal. By celebrating the naturally occurring beauty and individuality of natural diamonds, the campaign struck a chord culturally and at retail.
“Extending Desert diamonds into bridals is a natural next step. When people choose an engagement or wedding ring, they’re looking for authenticity, a symbol that feels true to who they are and the love they share. With this lighter, desert‑inspired palette, we’re offering couples a diamond that reflects their own story.”
