De Beers Group is making its most ambitious marketing push in more than a decade with the launch of what it calls “Desert diamonds,” a new jewelry concept inspired by the landscapes where many natural diamonds are formed.
Unveiled earlier this year at the JCK Las Vegas Show, the line highlights diamonds in shades that range from warm white to champagne and amber tones, a spectrum the company says reflects authenticity and individuality. With its campaign, De Beers is attempting to give the industry a fresh rallying point — what it calls a “beacon” — akin to past category-defining efforts such as the eternity ring or tennis bracelet.
There's more to this story
But to keep reading, we need you to subscribe.
Investigative journalism is an indispensable part of a healthy society, but it's also expensive to produce. We are reliant on subscriptions to fund our work, and while you can enjoy most of our stories for free, a small number of premium features are reserved for subscribers.
You can subscribe for one week, a month or a full year - the choice is yours.
Save 77% on an annual subscription. Click here to find out how.
Existing subscribers can log in to keep reading here.
