{"id":36629,"date":"2026-06-01T14:51:50","date_gmt":"2026-06-01T09:21:50","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/?p=36629"},"modified":"2026-06-01T14:51:50","modified_gmt":"2026-06-01T09:21:50","slug":"de-beers-expands-desert-diamonds-campaign-with-new-icons-collection","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/","title":{"rendered":"De Beers Expands \u2018Desert Diamonds\u2019 Campaign with New Icons Collection"},"content":{"rendered":"<p>De Beers Group has unveiled <em>Desert Diamonds Icons<\/em>, the next phase of its natural diamond marketing push, backed by what it describes as the diamond industry\u2019s largest category marketing budget in 15 years. The campaign, announced at the JCK Las Vegas Show, will launch in September ahead of the year-end holiday season.<\/p>\n<p>Building on the <em>Desert Diamonds<\/em> campaign launched in late 2025 and the subsequent <em>Desert Diamonds Bridal<\/em> initiative, the new programme will spotlight four classic jewellery styles: stud earrings, eternity bands, tennis bracelets and halo pendants. According to De Beers, these designs account for around 70% of diamond jewellery acquisitions. The campaign will be supported by retailer training and marketing tools.<\/p>\n<p>De Beers cited early campaign results as evidence of strengthening demand for natural diamonds. The company said natural diamond sales at US independent jewellers rose 4% in Q4 2025 and 9% in Q1 2026, while sales of K-to-Z colour natural diamonds climbed 15% and 19% during the same periods.<\/p>\n<p>Speaking at the presentation, De Beers Group CEO Al Cook called for industry-wide collaboration to build on the campaign\u2019s momentum.<\/p>\n<p>\u201cConsumer desire for natural diamonds is strong, but we need to work together as an industry in support of Desert Diamonds to unlock the full value of the opportunity,\u201d Cook said.<\/p>\n<p>Cook also pointed to changing dynamics in the jewellery retail market, noting sustained price declines and weakening demand for larger synthetic lab-grown diamonds, while positioning natural diamonds as a growing opportunity for the trade.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De Beers Group has unveiled Desert Diamonds Icons, the next phase of its natural diamond marketing push, backed by what it describes as the diamond industry\u2019s largest category marketing budget in 15 years. The campaign, announced at the JCK Las Vegas Show, will launch in September ahead of the year-end holiday season. Building on the&hellip;<\/p>\n","protected":false},"author":1,"featured_media":36630,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-36629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v14.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De Beers Expands \u2018Desert Diamonds\u2019 Campaign with New Icons Collection - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<meta name=\"googlebot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta name=\"bingbot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De Beers Expands \u2018Desert Diamonds\u2019 Campaign with New Icons Collection - Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine\" \/>\n<meta property=\"og:description\" content=\"De Beers Group has unveiled Desert Diamonds Icons, the next phase of its natural diamond marketing push, backed by what it describes as the diamond industry\u2019s largest category marketing budget in 15 years. The campaign, announced at the JCK Las Vegas Show, will launch in September ahead of the year-end holiday season. Building on the&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/\" \/>\n<meta property=\"og:site_name\" content=\"Solitaire magazine is a International jewellery magazine - India\u2019s leading B2B gem and jewellery magazine\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-01T09:21:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gjepc.org\/solitaire\/wp-content\/uploads\/2026\/06\/Desert.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/gjepc.org\/solitaire\/#website\",\"url\":\"https:\/\/gjepc.org\/solitaire\/\",\"name\":\"Solitaire magazine is a International jewellery magazine - India\\u2019s leading B2B gem and jewellery magazine\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/gjepc.org\/solitaire\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/gjepc.org\/solitaire\/wp-content\/uploads\/2026\/06\/Desert.jpg\",\"width\":1000,\"height\":600},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/#webpage\",\"url\":\"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/\",\"name\":\"De Beers Expands \\u2018Desert Diamonds\\u2019 Campaign with New Icons Collection - Solitaire magazine is a International jewellery magazine - India\\u2019s leading B2B gem and jewellery magazine\",\"isPartOf\":{\"@id\":\"https:\/\/gjepc.org\/solitaire\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/#primaryimage\"},\"datePublished\":\"2026-06-01T09:21:50+00:00\",\"dateModified\":\"2026-06-01T09:21:50+00:00\",\"author\":{\"@id\":\"https:\/\/gjepc.org\/solitaire\/#\/schema\/person\/b614a6d604f6c36c387b4c876bb33d79\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/gjepc.org\/solitaire\/de-beers-expands-desert-diamonds-campaign-with-new-icons-collection\/\"]}]},{\"@type\":[\"Person\"],\"@id\":\"https:\/\/gjepc.org\/solitaire\/#\/schema\/person\/b614a6d604f6c36c387b4c876bb33d79\",\"name\":\"GJEPC\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/gjepc.org\/solitaire\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/f6c5b479a8ec14da0f88385e2b6cd51ccb37ac80c31409ecaebe5524700952a2?s=96&d=mm&r=g\",\"caption\":\"GJEPC\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","_links":{"self":[{"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/posts\/36629","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/comments?post=36629"}],"version-history":[{"count":1,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/posts\/36629\/revisions"}],"predecessor-version":[{"id":36631,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/posts\/36629\/revisions\/36631"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/media\/36630"}],"wp:attachment":[{"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/media?parent=36629"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/categories?post=36629"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/tags?post=36629"},{"taxonomy":"thb-sponsors","embeddable":true,"href":"https:\/\/gjepc.org\/solitaire\/wp-json\/wp\/v2\/thb-sponsors?post=36629"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}