De Beers Launches Desert Diamonds Campaign With Splashy New York Event

When Frances Gerety penned “A Diamond Is Forever” for the De Beers campaign in 1947, she unwittingly coined one of the most successful advertising slogans in consumer marketing history. Fast forward to today, and over 75 years later, the diamond giant is embracing the concept, which has not only promoted its business but also served as a calling card for all facets of fine jewelry sales, reinforcing the gemstones’ authentic value. Following the launch of a new consumer campaign under the “A Diamond Is Forever” banner in December, De Beers is introducing its “Desert Diamonds” concept, which aligns with the overall message of the original campaign. Hosted by De Beers Brands CEO Sandrine Conseiller at Artechouse in Manhattan, the VIP-filled event showcased the natural beauty of colored diamonds ranging from pale yellows to deep chocolates.

The cavernous event space balconied over a vast subterranean room transformed into a desert for the evening flanked by floor to ceiling video screen projecting sand-filled topography scenes, a floor bespeckled with various Desert Diamond gemstone examples—akin to a makeup palette of skin tones from light to dark—and sand-filled vitrines stocked with jewelry styles from brands who use De Beers diamonds demonstrating the unique look of the neutral gemstone paired with precious metals.

Just before the festivities got underway, Conseiller sat down for a private discussion to explain the reasoning behind the push to promote diamonds in colors beyond white.

“Desert Diamonds are the new definition of luxury. These aren’t mass-produced, big quantity goods. It’s something unique and crafted, something individual and authentic, which these stones are. Because of this, consumers also see them as fitting the definition of luxury,” Conseiller said, adding, “At the project’s core, which began with the consumer, is the idea that they have an emotional relationship with jewelry and diamond gemstones that mirrors their individuality.”

The campaign also echoes the focus on natural diamonds at De Beers, especially poignant after the company shuttered its lab-grown initiative, LightBox, two years ago, coinciding with roughly the same time Conseiller joined the company.

“Desert Diamonds speak to the idea of something bespoke and unique, which is exactly what natural diamonds are. Like a snowflake, none of them is the same. It’s seen in the color range where none are exactly alike. This campaign expresses the origins of natural diamonds but makes it more tangible,” Conseiller continued.

The campaign, which features video and still images, speaks directly to the connection between the individuality of the wearer and the stone itself. The campaign will launch in the US and be visible digitally, on social media, radio, the brand’s website, out-of-home advertising, and via CTV and network TV, particularly during sporting and high-profile entertainment events. In the spirit of the “A Diamond Is Forever” umbrella, starting in Q4, retailers will gain access to the “Desert Diamonds” assets, in addition to the original tagline, and customize the copy to reflect their particular retail store or brand, thereby reinforcing the message to the fine jewelry ecosystem at large.

It’s also expanding beyond US markets into emerging markets such as China and India, a key pillar of Conseiller’s goals at De Beers. “How we communicate about the diamonds is tailored by markets as the starting point, as each is typically different, and diamonds are very personal. What’s interesting about this US-designed campaign is that it resonated strongly in the testing phases, resulting in a 90% intention to buy, which is a significant figure. So why not test the campaign in India and China? It’s universal. We will launch in those markets next year, and that wasn’t the plan originally,” she noted.

Conseiller addressed the guests in the room, who were in many cases decked out in the jewelry from the brands on display. To wit, Teyana Taylor wore pieces by Grandview Klein, Ciara donned styles from Premier Gem Vice Versa and a De Beers London necklace; Chanel Iman, Jessica Stam. Lucky Blue Smith and Lucien Lavinscount sported Le Vian; Francesca Scorsese shone in Aneri; Hilary Rhoda, Sergio Hudson, and Tiler Peck wore Khepri pieces, and Julia Fox wore MUNNU The Gem Palace. The CEO referenced the spectrum of colors seen in the room and on the bodies of many guests, which ranged from sand to ochre, whiskey, and champagne, nodding to her home country of France. “As the leading diamond company in the world, we see the magic of natural diamonds in a celebration of color only nature can produce,” she noted.

“Level Up” Recording artist Ciara was engaged in a geology lesson from De Beers natural diamond marketing specialist Lynn Serfaty, who explained how the diamonds of the Kalahari Desert, which extends through major diamond-producing countries such as Botswana, Namibia, and South Africa, travel through the river and are mined before reaching the mouth of the ocean.

“I’m obsessed, especially with the yellow diamonds,” said the Grammy-winning artist, adding, “I’m going to wear diamonds any chance I get; diamonds are made for any part of the day if you ask me.”

She’s been busy promoting her newly released “CiCi” album, which features collaborations with Tyga, Theron Thomas, Big Freedia, and Tanzanian bongo flava artist Diamond Platnumz. This project is amazing, I’m so blessed. It feels like a shining diamond,” she reflected.

Bad Bunny stylist Marvin Douglas was on hand, taking a short break from the “Saturday Night Live” taping prep to check out the jewelry on display, which includes a headband he made for the Puerto Rican singer.

“He is growing his hair out and sometimes needs it to keep it pulled back. I couldn’t find any elevated styles, so I created a gold and diamond headband,” he said, adding, “I’ve been finding joy in creating objects that we normalize that we don’t see made as fine jewelry.”

The Los Angeles-based stylist has been busy of late, bedecking Benito Antonio Martínez Ocasio, aka Bad Bunny, for his numerous appearances, such as announcing his halftime show at the upcoming Super Bowl LV. For this announcement, Bad Bunny wore a necklace by indie jewelry brand Vice Versa featuring Desert Diamonds. (Recording artist Doja Cat has also worn some impressive Desert Diamonds jewelry styles in her recent appearances on SNL and Jimmy Fallon, as well as in her music video “Gorgeous.”)

“I love fluid, organic shapes when it comes to jewelry. In this necklace, it was perfect. I am loving these natural diamonds in the brownish tones right now,” he continued, adding, “Benito’s personal style is daintier; he isn’t into big chains. He wore a suit, so we kept it simple with a statement necklace that wasn’t too overbearing.”

The necklace the Puerto Rican singer wore was created by Sophie Thoerner and Hannah Traulsen of Vice Versa. The partners described the piece as “a solitaire sliding along a snake chain in a continuous fluid movement,” and the choice to use Desert Diamonds was obvious.

“For both of us, it’s the personality, it’s the character. In a world of VVSD, super white flawless diamonds, it’s fun to mix it up. There is a great deal of personality and nuance in the color, with numerous different shades. It evokes less flashy bling and more subtlety,” Thoerner explained.

Fashion designer Sergio Hudson noted that while he adores them in their most precious form, there is a beauty in the spectrum of color. “Colored diamonds can be considered flawed. However, seeing something flawed yet beautiful, like a chocolate diamond, which is the most beautiful thing I have ever seen, is special. It reflects light and color, so many shades of it are gorgeous,” he said.

He suggests pairing them with similar tones. “I like monochromatic things. To see the same color family makes them stand out,” he noticed, pointing to the sand-filled displays, “It makes them stand out so much, which is shocking because normally when you put colors together, they kind of disappear. But they reflect more similar colors. I like the idea of the chocolate and the caramel colorways.”

The designer’s advice stands as another tool to promote the ways to incorporate diamonds into any woman’s wardrobe. Considering the varying shades of beige, tan, rust, and brown worn by the women in the room, it’s fitting. As a female CEO in a male-dominated field, pairing your wardrobe more easily with product promotions is a secret advantage for Conseiller. She knows she is in an elite class of female CEOs, but feels positive about how women are helping shape the industry. “In the past, I noticed that what prevents women’s progress in business is a lack of inclusion. But the diamond industry is very open and inclusive,” she noted.

The CEO is also looking to add a feminine touch to the diamond experience. “Diamonds have been viewed in an engineered way, which commoditized them. I want to bring back the emotion to diamonds.”