De Beers India has launched ‘Love, From Hubby’, a natural diamond jewellery campaign targeting couples entering a new phase of life after their children leave home.
At the centre of the initiative is a collection of one-carat natural diamond solitaire rings in yellow, white and rose gold. The collection is available through De Beers’ natural diamond retail partners across India.
The campaign seeks to develop a jewellery-buying occasion around what De Beers describes as a “second season” of a couple’s relationship, extending diamond gifting beyond weddings, anniversaries and other traditional milestones.
“This idea came from what we see in real Indian homes. Couples spend years putting everyone else first and rarely are they reminded that there is a beautiful next chapter that belongs to them,” said Toranj Mehta, Country Head, Category Marketing, De Beers India. “With ‘Love, From Hubby’, we want to celebrate the joy of choosing each other all over again.”
Mehta added that natural diamonds provide “an honest and meaningful expression of a love that continues to evolve.”
The campaign draws on findings from the De Beers India Diamond Acquisition Study 2025, which identified relationship milestones and expressions of love or commitment among the leading reasons Indians purchase natural diamonds. De Beers also cited a projected increase in Indian households earning more than US$20,000 (~₹ 19.3 lakh) annually, from 32 million in 2025 to 67 million by 2030.