De Beers Group has officially launched Desert Diamonds, its first new consumer-facing “beacon” in more than a decade, backed by the company’s largest category marketing investment in ten years. A “beacon” in De Beers’ lexicon refers to a jewellery concept designed to rally the global trade around a central idea.
Desert Diamonds, first revealed at JCK Las Vegas earlier this year, takes inspiration from desert landscapes where many natural diamonds originate. The concept celebrates warm whites, champagne tones, and amber hues – positioning these earthy shades as authentic markers of nature’s hand in shaping each diamond.
The launch comes amid a growing consumer appetite for individuality, authenticity, and personal meaning in fine jewellery. According to De Beers’ research, over 90% of consumers surveyed expressed strong interest in owning or purchasing a desert diamond. Online buzz has also surged, with more than 250,000 mentions and 450 million views globally in the past two years. Celebrity moments – from Taylor Swift’s softly-hued engagement ring to Kim Kardashian, Doja Cat, and Bad Bunny’s desert diamond-inspired looks – have fuelled the trend.
Much like past De Beers beacons, including the tennis bracelet and eternity ring, Desert Diamonds aims to reignite category growth by uniting designers and retailers behind the theme. Collections showcasing the desert-inspired palette will roll out through independent jewellers and major chains. Jared Jewelers will debut Desert Sands of Eternity™, while KAY Jewelers’ Neil Lane collection will highlight fashion and bridal pieces in warm desert hues.
The campaign spans television, outdoor, digital, audio, and social channels, spotlighting the individuality of each diamond as a reflection of the wearer’s own story.
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 colours 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 jewellery 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 jewellery and all it represents.”