De Beers Starts Desert diamonds beacon to consumers

Biggest category marketing investment in a decade backs a trend De Beers Group announced the consumer launch of Desert diamonds, the first new beacon - it has developed in over a decade, supported by its largest category marketing investment in more than ten years. A De Beers beacon is a celebration of natural diamonds that is manifested through a jewelry concept designed to galvanize the industry around a central idea and inspire category-wide marketing initiatives. First unveiled at the JCK Las Vegas Show earlier this year, Desert diamonds speak to the wild nature of diamonds and draws inspiration from the desert landscapes from which many natural diamonds originate, celebrating a spectrum of colors from warm whites to champagne tones and amber hues. Desert diamonds use this natural spectrum as a marker of authenticity, offering a fresh way to connect consumers to the story of their unique diamond. The launch reflects a clear shift in cons...