This Friendship Day, De Beers Group, a global leader in diamonds, introduces a heartwarming new campaign: ‘Love, from Bestie’ — a dazzling bracelet collection crafted to honour the unique and enduring bond between two best friends.
Highlighting the deep, lifelong friendships between women, this initiative celebrates those special relationships that remain constant through life’s ups and downs. The Bestie Bracelet Collection is designed to capture that unbreakable connection, whether it’s with the friend who knows your every secret or the one who’s always there when it matters most.
“We wanted to create a ritual that represents the strength and beauty of female friendships,” shared Amit Pratihari, Managing Director, De Beers India.
“Each pair of bracelets, made with natural diamonds, reflects the authenticity and rarity of these bonds — because true friendships deserve nothing less than nature’s finest.”
Highlights of the Bestie Bracelet Collection:
- A selection of four elegant bracelet designs, sold in pairs so you and your bestie can wear a matching token of your bond.
- Made using natural diamonds, symbolising purity, rarity, and timeless love.
- Designed to commemorate shared memories and milestones, reflecting the beauty of meaningful connections.
A Seamless Digital Experience:
To enhance the campaign, De Beers has launched a dedicated Indian website — adiamondisforever.com — which includes:
- An online catalogue of the bracelet collection
- A store locator to find participating retailers nearby
- In-depth insights on the value and beauty of natural diamonds
Celebrating Real Bonds:
The campaign brings together real women and their best friends from different age groups — 30s to 60s — who open up about their lasting friendships, laughter, and shared life experiences. Celebrities also share their stories through Instagram-focused content, making the campaign both relatable and heartwarming.
Campaign Launch Plan:
Starting August 3, 2025, the campaign will go live through multiple platforms, including:
- Traditional and digital media such as TV, print, radio, online, and social channels
- Outdoor advertising and interactive on-ground events in major cities