De Beers Group has launched a pioneering initiative called the ‘Second Ear Piercing Ritual’ aimed at increasing the appeal of natural diamonds among younger generations. The campaign introduces a new gifting occasion — the second ear piercing — which resonates with both traditional Indian culture and modern-day self-expression.
Central to this initiative is the ‘Love, From Dad’ collection, celebrating the unique bond between fathers and daughters. Symbolising an irreplaceable relationship, the collection positions natural diamonds as the perfect gift for a daughter’s second ear piercing — a decision typically made by the daughter herself, marking her growing independence.
To expand the campaign’s reach, De Beers has partnered with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA). Retailers registered with INDRA can access and customise the ‘Love, From Dad’ campaign materials, receive virtual training on natural diamonds, and leverage a WhatsApp channel for personalisation.
Amit Pratihari, Managing Director of De Beers India, stated, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”
In support of the campaign, De Beers has launched a dedicated Indian website, www.adiamondisforever.in, which offers information about the rarity and value of natural diamonds, a curated catalogue of diamond earrings suitable for second piercings, and a store locator for participating retailers.
The ‘Love, From Dad’ campaign will run as a multi-lingual, 360-degree initiative across TV, print, radio, digital, and social media channels, ensuring maximum engagement. Conceptualised by 82.5 Communications, the campaign seeks to capture the heartwarming bond between fathers and daughters.