Natural diamonds for end consumers: De Beers presents "Desert Diamonds"
De Beers presents a new line focussing on natural diamonds called "Desert Diamonds". With this large-scale concept, the Group is responding to consumer trends: diamonds in natural, earthy colours convey a special character and emphasise the individuality of their wearers. With the new project, De Beers is consciously orientating itself towards the wishes and interests of consumers.
Left: "Desert Diamonds": natural diamonds in warm colours inspired by the desert. © De Beers
Desert Diamonds: biggest launch for years
In its press release, De Beers calls the launch of the new "Desert Diamonds" line a "beacon". There's a lot in that: the feeling of something big and trend-setting, for example.
According to De Beers it is the celebration of natural diamonds, expressed through a jewellery concept that aims to unite the entire industry around a central idea and trigger marketing initiatives.
According to De Beers, the development of "Desert Diamonds" took ten years - the concept was presented for the first time this year at the JCK Las Vegas Show. The inspiration for the line was the wild landscape of deserts, from which diamonds often originate - their colours are also reminiscent of the colour world of natural diamonds, ranging from warm white tones and champagne shades to warm and strong tones reminiscent of amber. For De Beers, this natural colour spectrum is an expression of authenticity and at the same time a way of conveying stories about unique diamonds.
Driven by customer wishes
The launch of "Desert Diamonds" reflects many current trends of our time: the desire to express one's own individuality, personality and emotional meaning. Consumers have shown a clear interest in diamonds with earthy tones, writes De Beers. Diamonds in earthy tones create a special look and express a special connection to nature.
De Beers has also confirmed this in its own research. They show that buying interest is extremely high: more than 90 per cent of the consumers surveyed stated that they would like to own a "Desert Diamond" and would consider buying one.
Pieces of jewellery worn by stars in public have also fuelled this interest. For example, music star Taylor Swift's engagement ring with an "old mine cut" diamond in a soft, gentle white tone was a major talking point. Stars such as Kim Kardashian and Doja Cat have also been seen wearing diamonds in desert tones.
Sandrine Conseiller, CEO of De Beers Brands & Diamond Desirability , explains:
"We see that the desire for unique, characterful diamonds is growing everywhere, from celebrity engagements to everyday looks. More and more people want a diamond that reflects their own story and truly symbolises their most precious moments in life.
In "Desert Diamonds", the ancient sands of time meet the contemporary spirit of authentic beauty. Natural diamonds are unique and rare - no two are the same. Their colours have been created by nature over billions of years, the desert diamond represents the pinnacle of our world's creations."
Bye bye, synthetic diamonds
De Beers' large-scale campaign is certainly exciting and significant. In May, De Beers announced its intention to discontinue its "Lightbox" line of synthetic diamonds. The factory in Portland now produces synthetic diamonds for the industry. The diamond company's press release makes it sound as if synthetic diamond jewellery, including its enormous price decline, is an absolute thing of the past, as Sandrine Conceiller continues in the De Beers press release:
"I am delighted that the diamond industry is coming together to kick off a new found love for natural diamond jewellery and all that it represents."
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