De Beers launches Desert Diamonds jewelry line

De Beers Group has launched Desert Diamonds, its first new jewelry idea in over 10 years, supported by the corporate’s largest class advertising marketing campaign.

The idea, described by De Beers as a brand new “beacon”, was first introduced on the JCK Las Vegas Present earlier this yr. 

It options pure diamonds in a spread of tones from white to champagne and amber, reflecting the looks of stones present in desert environments.

De Beers stated the initiative goals to spotlight shopper curiosity in jewelry that “displays particular person model and authenticity”. 

Firm analysis indicated sturdy buy intent, with greater than 90% of surveyed customers expressing curiosity in shopping for a Desert Diamond.

The launch will contain retail partnerships with impartial jewellers and bigger chains, together with Jared Jewelers and Kay Jewelers, which is able to introduce collections primarily based on the idea.

The worldwide marketing campaign will run throughout tv, digital, outside and social media channels.

Sandrine Conseiller, chief govt of De Beers Manufacturers and Diamond Desirability, stated: “We’re seeing a want for distinctive, characterful diamonds rising all over the place, from movie star engagements to on a regular basis model. An increasing number of folks desire a diamond that displays their very own story, one thing really particular person to mark probably the most valuable moments of their life. The launch marks the following stage within the firm’s efforts to advertise pure diamond jewelry by trade collaboration.

“Over a century, from the eternity ring to the tennis bracelet, our beacons haven’t solely formed jewellery developments however turn into cultural icons. Desert diamonds symbolize a brand new chapter on this proud historical past, combining highly effective storytelling with pure magnificence. I’m delighted that the diamond trade is coming collectively and becoming a member of us in inspiring a renewed surge of affection for pure diamond jewellery and all it represents.”