De Beers Launches ‘Desert Diamonds’ – Its Largest Marketing Initiative in 10 Years

De Beers Group has introduced Desert Diamonds, its first major consumer-focused concept—or “beacon”—in over a decade, accompanied by the company’s biggest category marketing investment in ten years. In De Beers’ terminology, a “beacon” signifies a creative jewellery concept aimed at uniting the global diamond trade around a shared vision.

First previewed at JCK Las Vegas earlier this year, Desert Diamonds draws inspiration from the desert landscapes where many natural diamonds are discovered. The theme embraces warm whites, champagne tones, and golden amber hues—highlighting the natural, earthy palette as a testament to the beauty shaped by nature itself.

The initiative taps into a rising consumer demand for individuality, authenticity, and meaningful design in fine jewellery. De Beers’ research revealed that over 90% of surveyed consumers expressed strong interest in owning or buying a desert diamond. Online engagement has been immense, with more than 250,000 mentions and over 450 million global views in the last two years—bolstered by celebrities such as Taylor Swift, Kim Kardashian, Doja Cat, and Bad Bunny showcasing desert-inspired diamond looks.

Like De Beers’ previous “beacons,” including the iconic tennis bracelet and eternity ring, Desert Diamonds seeks to revive category growth by aligning designers and retailers around this new aesthetic. The collections will be available through leading jewellery houses and independent retailers alike. Jared Jewelers will feature Desert Sands of Eternity™, while KAY Jewelers’ Neil Lane line will introduce both fashion and bridal pieces in the collection’s signature warm tones.

The campaign will run across television, digital, outdoor, social, and audio channels, emphasizing how each diamond’s individuality mirrors the wearer’s personal story.

Sandrine Conseiller, CEO of De Beers Brands & Diamond Desirability, stated:

“We are witnessing a growing desire for unique, character-rich diamonds across the world—from celebrity engagements to everyday wear. Consumers today seek diamonds that reflect their personal stories and individuality.

With Desert Diamonds, we bring together the timeless beauty of nature and the modern quest for authenticity. Each diamond’s colour is nature’s own creation, formed over billions of years. This collection embodies the rare and natural essence of our planet’s treasures.

Over the past century, our beacons—from the eternity ring to the tennis bracelet—have defined jewellery culture. Desert Diamonds marks a new chapter, fusing powerful storytelling with the raw beauty of natural diamonds. We’re thrilled to see the industry unite behind this initiative, reigniting passion for natural diamond jewellery and all that it represents.”