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De Beers’ latest ‘beacon’ a shift in consumer desire

De Beers has launched 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 manifested through a jewelry concept designed to galvanise the industry around a central idea and inspire category-wide marketing initiatives.

Desert diamonds speaks to the wild nature of diamonds and draws inspiration from the desert landscapes from which many natural diamonds originate, celebrating a spectrum of colours from warm whites to champagne tones and amber hues.

Desert diamonds uses 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 consumer desire, with more people seeking jewelry that expresses individuality, authenticity and personal meaning.

Consumers have shown a clear interest in diamonds with earthy tones, a way to create a distinct look and reflect a more direct connection to nature.

De Beers’ research and creative testing confirmed this trend and showed exceptionally high purchase consideration, with more than 90% of consumers saying they would like to own and would consider purchasing a desert diamond.

Sandrine Conseiller, CEO of De Beers Brands & Diamond Desirability, said: “We are seeing desire for unique, characterful diamonds growing everywhere, from celebrity engagements to everyday style.

“More and more people want a diamond that reflects their own story, something truly individual to mark the most precious moments in their life.

“With Desert diamonds, the ancient sands of time meet today’s zeitgeist for authentic beauty. Natural diamonds are unique and rare – no two are the same.

“Their colours have been forged by nature and perfected over billions of years. Desert diamonds represent the pinnacle of our Earth’s creations.”