De Beers Group’s new “Desert Diamonds” bridal campaign celebrates the unique spectrum of natural diamond colors in which each shade “tells a story of resilience, authenticity, and enduring love,” De Beers Group said.
New York—De Beers Group has launched its new “Desert Diamonds” bridal campaign, undersigned by A Diamond Is Forever.
“Desert Diamonds” highlights cream-, champagne-, and brown-colored diamonds in attempt to draw a line in the sand between lab-grown diamonds, which are largely of high color and clarity, and the spectrum of colors seen in natural diamonds.
The bridal campaign puts warm-toned diamonds front and center for engagement rings, a departure for an industry that for decades has trained consumers to want flawless white diamonds.
“Today’s brides want something truly unique that delivers meaning and individuality,” said Sandrine Conseiller, CEO of De Beers Brands and Diamond Desirability.
“Natural diamonds, forged by nature over billions of years in a range of color choices, are the perfect symbol of a love that is uniquely theirs—resilient, genuine, timeless, colorful.”
The campaign, De Beers said, offers a “fresh and authentic” vision for modern proposals through highlighting the distinct character of each stone.
“Desert Diamonds’ warm hues echo diverse forms of love, with sunlit whites and champagnes, soft sand tones, and sunset blush and dawn colors reflecting the uniqueness of nature’s beauty,” the company said.
The A Diamond Is Forever “Desert Diamonds” bridal campaign connects the distinct character of warm-colored diamonds with the evolving journey of love in all forms.
Like all beacons before it, e.g., the three-stone ring and the right-hand ring, “Desert Diamonds” is an industry-wide umbrella program.
Retailers and designers from across the industry have created pieces that showcase the full desert-inspired palette.
There are pieces by Stephanie Gottlieb, The Clear Cut, William Goldberg Diamonds, Bijules, Casey Perez, Jade Trau, Briony Raymond, Jessica McCormack, Vanessa Fernández Studio, Reeds Jewelers, Harwell Godfrey, Pamela Love, Almasika, Uniform Object, and more.
Marketing for the campaign stretches across digital, social, and experiential channels with out-of-home, social media, and publishing partnerships.
It will also be seen in the Brides, Martha Stewart, and People Inc. portfolios.
De Beers estimates the campaign, which launched across the United States on Monday, will reach 25 million American consumers.
Marketing materials are available to retailers on Promoboxx.
All participating retailers can also opt to be listed in the store locator on the A Diamonds Is Forever website.
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Alongside the release of the campaign, A Diamond Is Forever announced a new partnership with Kindred Lubeck, the designer behind Taylor Swift’s engagement ring.
Through the partnership, Lubeck debuted her first bridal collection at the Tanner Fletcher Wedding runway show during New York Bridal Fashion Week.
While Lubeck has created bespoke engagement rings via her brand, Artifex, this is her first bridal collection, a capsule called Artifex Bride.
“It was important to me to create an avenue for clients to discover my work within the bridal category. I can only take on about 10 bespoke commissions each year, so this bridal collection is my response to the demand for my work that I’m unable to fulfill though commissions,” she said.
Jewelry designer Kindred Lubeck seen with a model at the Tanner Fletcher Wedding runway show wearing her Artifex Bride “Lena” necklace featuring a 1.51-carat old European-cut diamond with a milgrain border and hand-engraved halo in 18-karat yellow gold ($14,600)
Models at the bridal runway show also were seen wearing Lubeck’s “Céline” engagement ring (left) and bridal jewelry like the “Angeline” tennis bracelet and “Lena” necklace (right).
Artifex Bride has a total of 12 pieces: seven engagement rings, two wedding bands, a tennis bracelet, a pendant necklace, and a pair of drop earrings.
Crafted in 18-karat yellow gold, the pieces center around antique-inspired natural diamonds in warm tones.
The engagement rings feature diamonds in old European, old mine brilliant, and elongated old mine brilliant cuts.
“I wanted the collection to retain bespoke touchpoints, so I hand-selected seven diamonds for the capsule and designed each ring around its individual stone,” Lubeck said.
“I don’t believe in creating identical engagement rings—each future iteration of the design will feature a new diamond, ensuring that no two rings are ever exactly alike.”
In Kindred Lubeck’s first bridal collection are, from left to right, the “Chiara” ($35,000), “Olenna” ($45,300), and “Fiamma” ($21,900) engagement rings, as well as the “Angeline” tennis bracelet ($31,400).
Lubeck’s signature engraving technique is seen throughout the collection, from the star motif on the “Étoile” earrings to the halo around the “Fiamma” and “Olenna” rings, and her original Art Deco fan pattern on the band of “Chiara” ring.
She also incorporated milgrain in the “Céline” and “Brigitte” rings in the diamond halo and as a border along the baguette-cut diamonds in the “Vera” band.
The Artifex Bride collection retails from $6,700 to $45,300.
Lubeck’s collection launched April 10 and is available on the Artifex website.
