Editor’s Note
De Beers Group has launched its first conceptual jewelry collection in a decade, “Desert Diamonds,” backed by its largest marketing investment in natural diamonds over the same period. The series aims to revitalize global consumer interest in natural diamonds through innovative design and significant promotional support.
Recently, De Beers Group launched a new “Desert Diamonds” natural diamond collection with a gradient desert theme (hereinafter referred to as “Gradient Desert Diamonds”) to global consumers. As the group’s first conceptual product in a decade, this series not only celebrates natural diamonds through unique jewelry design concepts but has also received the group’s largest marketing investment in the natural diamond category in ten years. It aims to drive global natural diamond consumption trends and reaffirm the classic concept of “A Diamond is Forever.”
The Gradient Desert Diamonds first debuted at this year’s JCK Las Vegas jewelry and watch exhibition. The series design draws inspiration from the desert wonders, the origin of natural diamonds, skillfully incorporating the natural gradient from warm white, champagne to amber hues into the diamonds, showcasing their rare characteristics and the natural imagery of the vast desert. De Beers Group stated that this color transition not only highlights the natural beauty of diamonds but also provides consumers with a new way to establish an emotional connection with diamonds.
As consumer interest in personalized and authentic jewelry increases, earth-tone diamonds are gradually becoming a focus of market attention. Group research shows that over 90% of consumers expressed willingness to own or consider purchasing Gradient Desert Diamonds, indicating that this series aligns with current jewelry consumption trends.
Over the past two years, Gradient Desert Diamonds have generated continuous buzz on global digital platforms, with cumulative mentions exceeding 250,000 and views reaching 450 million. In August of this year, Taylor Swift showcased her engagement ring on social media—an old mine-cut Gradient Desert Diamond—which quickly became a focal point. Simultaneously, she wore a Gradient Desert Diamond bracelet on the cover of her twelfth studio album “The Life of a Showgirl,” interpreting the new fashion of the diamond era. This appearance demonstrates that Gradient Desert Diamonds not only possess unique visual appeal but also reinforce the evolution of jewelry storytelling.
