De Beers Unveils ‘Desert Diamonds’ In Major Campaign For Natural Over Lab-Grown Diamonds

De Beers is launching its largest industry-wide diamond campaign in over a decade. As lower-cost, mass-produced lab-grown diamonds gain share in the jewelry market and threaten the mystique of the “real thing,” the campaign, entitled “Unlike Anything,” is launched to remind consumers why natural diamonds – rare, unique and ultimately irreplaceable – stand apart with qualities no lab can reproduce.

Framed as a “beacon” to call consumers back to the allure of natural diamonds, Desert Diamonds feature a palette of desert-hued colors that challenge the ubiquity of white, colorless stones. According to De Beers, its research found that 90% of consumers expressed interest in purchasing a Desert Diamond as a way to create a distinct look and reflect a more direct connection with nature. The brand positioning highlights the natural spectrum of colors as a “marker of authenticity” to underscore the emotional resonance and natural beauty of the gemstones.