De Beers Group launches Desert diamonds
Desert diamonds is a new campaign that redefines natural diamonds as symbols of personal expression.
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De Beers Group is launching Desert diamonds, a new national campaign promoting natural diamonds in tones reflecting the light and landscape of the desert.
Natural diamonds in desert hues symbolise stories of uniqueness, growth, and enduring connection, just like love itself. The palette of desert tones offers something deeply personal, rare, and emotionally alive.
Created in partnership with Arnold Worldwide, the campaign seeks to deepen the emotional significance of natural diamonds, positioning them as powerful symbols of personal expression and connection.
Desert-toned diamonds celebrate the many forms of relationships in our lives, familial, friendship, romantic, and with ourselves, through a series of cinematic short films, highlighting the desert’s sacred beauty and the possibility for personal expression embodied in each stone.
Credits
View on- Agency Arnold Worldwide/New York
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Credits
View on- Agency Arnold Worldwide/New York
- Group Creative Director Donnell Johnson
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Credits
powered by- Agency Arnold Worldwide/New York
- Group Creative Director Donnell Johnson
This campaign builds on De Beers’ iconic A Diamond Is Forever platform, including the Forever Present 2024 holiday campaign – continuing the narrative shift toward natural diamonds as deeply emotional symbols of presence, expression, and enduring connection. Inspired by the desert, the introduction of diamonds in hues of sunlit whites, champagne tones, and amber hues invites a more intimate and individualised interpretation.
The integrated campaign will launch nationally across broadcast and CTV, digital, and social media platforms including Instagram and TikTok. Additional touch points will include OOH, print, and audio.
In a world where people crave authenticity and individuality, Desert diamonds’ naturally occurring spectrum of colors sets them apart – standing in sharp contrast to the uniform, commoditised nature of lab-grown stones.
De Beers’ desert-hued diamonds line is the brand's first ‘beacon’ product in over a decade, creating a category-wide marketing movement that marks an exciting new era in showcasing the magic of natural diamonds.
Donnell Johnson, SVP Group Creative Director at Arnold: “Desert diamonds are for all the many shades of love out there. Whether it’s love for a partner, a family member, a child or even yourself. From the long-form film to short social videos our goal was to create various ‘love letters’ celebrating both the uniqueness of these insanely, beautiful natural diamonds to the insanely, beautiful people they’re for.”
Sally Morrison, Natural Diamonds Market Lead, De Beers Group: “This campaign marries the natural beauty of the product itself with the core understanding that consumers crave authenticity and recognition of what makes them unique. The colourful palette of Desert diamonds represents nature at its most expressive. With this effort, our ultimate goal is to remind people that natural diamonds are the most meaningful, emotionally intelligent symbols that feel alive, contemporary, and totally unique.”
