Biggest category marketing investment in a decade backs a trend already capturing global attention

De Beers Group today announced the consumer launch of Desert diamonds, the first new ‘beacon’ it has developed in over a decade, supported by its largest category marketing investment in more than ten years. A De Beers beacon is a celebration of natural diamonds that is manifested through a jewelry concept designed to galvanize the industry around a central idea and inspire category-wide marketing initiatives.

First unveiled at the JCK Las Vegas Show earlier this year, Desert diamonds speaks to the wild nature of diamonds and draws inspiration from the desert landscapes from which many natural diamonds originate, celebrating a spectrum of colors from warm whites to champagne tones and amber hues. Desert diamonds uses this natural spectrum as a marker of authenticity, offering a fresh way to connect consumers to the story of their unique diamond.

The launch reflects a clear shift in consumer desire, with more people seeking jewelry that expresses individuality, authenticity and personal meaning. Consumers have shown a clear interest in diamonds with earthy tones, a way to create a distinct look and reflect a more direct connection to nature. De Beers’ research and creative testing confirmed this trend and showed exceptionally high purchase consideration, with more than 90% of consumers saying they would like to own and would consider purchasing a desert diamond.

Over the past two years, desert diamonds have captured global attention, generating more than 250,000 mentions and 450 million views across digital platforms. Interest reached a peak in August 2025 when Taylor Swift’s engagement ring, which features a rare old mine‑cut diamond in a soft candlelit hue, sparked a surge of conversation. In addition, Kim Kardashian and Doja Cat’s layered desert diamond looks, and Bad Bunny sporting desert diamonds to announce his Super Bowl appearance, have all spotlighted the growing resonance of these pieces as contemporary symbols of individuality and style - pieces that can be treasured over time.

As with previous De Beers beacons – from tennis bracelets to the eternity ring – Desert diamonds is designed as an industry-wide programme with the goal of celebrating natural diamonds and reigniting consumer desire. Retailers and designers across the industry have been working to develop pieces that showcase the full desert-inspired palette. These collections, featuring both subtle gradients and bold solitaire designs, will be available through independent and large-scale jewelers, including Jared Jewelers through its Storied Diamond - Desert Sands of Eternity™ collection and KAY Jewelers through Neil Lane’s Desert Diamonds, all featuring fashion and bridal styles reminiscent of warm desert hues.

The launch will be supported by a fully integrated campaign spanning television, outdoor, digital, audio and social channels. Using evocative storytelling, the creative spotlights how every diamond is as individual as the person who wears it; each gemstone shaped by time and the elements, and each carrying its own unique character and story. By drawing parallels with the wearer’s own journey, the campaign invites consumers to see these diamonds as personal connections to the earth and lasting symbols of true individuality and meaning.

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

“We are seeing 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.

With Desert diamonds, the ancient sands of time meet today’s zeitgeist for authentic beauty. Natural diamonds are unique and rare - no two are the same. Their colors have been forged by nature and perfected over billions of years. Desert diamonds represent the pinnacle of our Earth’s creations.

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 represents 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.”

Marketing materials are available to retailers who are interested in promoting Desert diamonds in their own product suite at https://adiamondisforever.com/desert-diamonds/