Desert diamonds

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 symbolize 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 (:60, :30s, :15s, :06s) highlighting the desert’s sacred beauty and the possibility for personal expression embodied in each stone.

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 individualized interpretation.

The integrated campaign will launch nationally across broadcast and CTV, digital, and social media platforms including Instagram and TikTok. Additional touchpoints will include OOH, print, and audio.

The campaign will debut during high-profile sports moments, such as Monday Night Football, marquee SEC and Big Ten college football matchups, NHL games, and key MLB events like Game 3 of the World Series on the following networks: ESPN, ABC, CBS, FOX, TNT, FS1, and TBS.

Later in October, A Diamond Is Forever will roll out additional high-impact media, including OOH takeovers in New York and Los Angeles – featuring a full Rockefeller Center Station domination and a 3D billboard in Times Square – alongside premium placements across streaming platforms and Roku City.

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, commoditized 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.