De Beers Group makes Chinese market debut with new diamond series

De Beers Group has brought "desert diamonds" to the Chinese market. Embodying authenticity, individuality and inner radiance, this launch marks the Group’s first new diamond beacon in more than 10 years.

The launch responds to rising demand from Chinese consumers for authentic, rare and timeless pieces that enable self-expression. "Desert diamonds" caters directly to this emerging preference, as modern buyers seek both the enduring quality of natural diamonds and distinctive, personally meaningful designs.

The group has partnered with leading domestic jewellers, including Chow Tai Fook, Chow Sang Sang and TSL | Tse Sui Luen, to develop original collections featuring the desert-inspired colour palette.

Targeting younger Chinese buyers, the campaign positions "desert diamonds" at the intersection of enduring natural quality and distinctive, personally meaningful design. Its creative storytelling parallels each diamond's natural journey with the wearer’s own path, allowing the authenticity, individuality and inner radiance of these gems to strike a chord, and reinforcing that every "desert diamond" and every individual is one of a kind.

Departing from conventional advertising fronted by celebrities, De Beers Group has selected four "real people" through authentic storytelling, breaking away from the traditional celebrity endorsement model. 

They uphold authenticity and share their personal journeys to embody the collection’s core values. This innovative format builds deeper emotional links between natural diamonds and genuine human sentiment, matching consumer demand for sincere, varied storytelling.

Meanwhile, the campaign extends beyond consumer and retail outreach. It supports national efforts to boost quality consumption and product innovation, championing high-quality goods with clear provenance, traceability and sustainable credentials.

The campaign will steadily ramp up marketing investment, harnessing robust media and social influence to establish "desert diamonds" as the preferred choice of discerning consumers, according to the brand.

To mark the official arrival of the "desert diamonds" beacon in China, De Beers Group hosted the Desert Diamonds Asia launch event in Shanghai on 29 July.

Lynn Serfaty, general manager, natural diamonds, De Beers Group, said, "From red carpets to everyday life, consumers want a natural diamond that tells their personal story – a unique symbol for life's most precious moments. Following its global success, we are confident in bringing desert diamonds, a natural inspiration from the desert to China."

She added: "Our research shows that desert diamonds resonate strongly with Chinese consumers: 95% desire to own them, 94% find them distinctive, and 96% consider them innovative. Consumers increasingly see jewellery as a key expression of emotional connection and self-affirmation. The authenticity, individuality and inner radiance they seek are the soul of Desert diamonds. I'm delighted to see the industry is uniting to reignite passion for natural diamonds and shape a brilliant future."

MARKETING-INTERACTIVE has reached out to De Beers Group for more information.

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