Largest category marketing investment in 15 years supports Desert diamonds’ debut in Asia, opening a brilliant new chapter for natural diamonds

SHANGHAI, CHINA – Media OutReach Newswire - 30 July 2026 – De Beers Group hosted the Desert diamonds Asia launch event in Shanghai on 29th July, marking the official arrival of the Desert diamonds beacon in China, embodying the spirit of "authenticity, individuality and inner radiance". This is the first new beacon launched by the Group in over a decade. Backed by its largest category marketing investment in 15 years, the campaign champions a renewed perspective for natural diamonds and aims to unite the industry, further underscoring the strategic role of China in shaping future demand for natural diamonds and supporting the industry's long-term growth. First unveiled in 2025 at the JCK Las Vegas Show, the Desert diamonds beacon marks a new chapter in the celebration of natural diamonds. Drawing inspiration from the desert landscapes that echo the ancient desert routes of Dunhuang and the lingering charm of the Silk Road, Desert diamonds pays tribute to the untamed authenticity of natural diamonds, celebrating a spectrum of colours from warm whites to champagne tones and amber hues. Desert diamonds jewellery has been seen on international stages – worn by celebrities such as Taylor Swift, Rihanna, Bad Bunny, Doja Cat, and Aryna Sabalenka. By bringing the beacon to China, De Beers Group aims to meet the growing consumer demand for self-reward, emotional gifting, and milestone celebrations — reaffirming the enduring desirability of natural diamonds for a new generation of consumers. Departing from traditional jewellery marketing, De Beers Group has creatively invited "Real People" to interpret the unique allure of Desert diamonds. These "Real People" are not celebrities or professional models, but pioneering individuals from diverse fields who dare to pursue authenticity and illuminate their individuality through their own stories. They vividly embody the authenticity, individuality and inner radiance that Desert diamonds represent, through their personal journeys. This groundbreaking approach forges a deeper resonance between natural diamonds and genuine emotions, echoing today's consumer desire for sincere and diverse narratives. Lynn Serfaty, General Manager, Natural Diamonds, De Beers Group, said, "From red carpets to everyday life, consumers want a natural diamond that tells their personal story – a unique symbol for life's most precious moments. Following its global success, we are confident in bringing Desert diamonds, a natural inspiration from the desert to China." She added: "Our research shows that Desert diamonds resonate strongly with Chinese consumers: 95% desire to own them, 94% find them distinctive, and 96% consider them innovative. Consumers increasingly see jewellery as a key expression of emotional connection and self-affirmation. The authenticity, individuality and inner radiance they seek are the soul of Desert diamonds. I'm delighted to see the industry is uniting to reignite passion for natural diamonds and shape a brilliant future." Departing from conventional advertising fronted by celebrities, De Beers Group has for the first time selected four "Real People" through authentic storytelling, breaking away from the traditional celebrity endorsement model. Each of them interprets the campaign's theme — "Authenticity" — through their unique life stories: embracing every mark of life with truth, the singular stance of being born one of a kind, and the brilliant light that shines from deep within. In China, consumers are increasingly drawn to jewellery that is authentic, rare, and everlasting — a clear shift toward self-expression through pieces that reflect authenticity, individuality, and inner radiance. De Beers Group observes that today's consumers seek not only the timelessness of natural diamonds but also designs that are distinctive, personal, and value-driven — Desert diamonds perfectly embodies this exceptional realm of effortless refinement. Leading retailers Chow Tai Fook, Chow Sang Sang and TSL | Tse Sui Luen, which are the strategic partners of the Desert diamonds campaign, have been developing collections that showcase the desert-inspired palette, underscoring the industry's strong confidence in the campaign. The retailers will debut their Desert diamonds...