Don't miss a gem
New initiative builds on the success of Desert Diamonds with the sector’s largest marketing investment in 15 years
De Beers is expanding its natural diamond marketing strategy with the launch of Desert Diamonds Icons.
De Beers Group has announced the launch of Desert Diamonds Icons, the next phase of its natural diamond marketing strategy, unveiled at JCK Las Vegas. Supported by what the company describes as the diamond industry’s largest marketing investment in 15 years, the campaign is designed to build on the momentum generated by the original Desert Diamonds initiative and further strengthen consumer desire for natural diamonds.
Launching ahead of the year-end holiday season, Desert Diamonds Icons aims to provide the trade with a unified platform to promote the rarity, authenticity and emotional significance of natural diamonds. De Beers also used the announcement to encourage greater industry collaboration, positioning collective marketing efforts as an important part of supporting long-term demand within the natural diamond sector.
DE BEERS GROUPOCT 28, 2025
Production Report for the Third Quarter of 2025
Q3 2025 production rose 38% to 7.7M carats, driven by higher output from Botswana’s Jwaneng mine.
READ MORE
DE BEERS GROUPJUN 1, 2026
De Beers Report Examines How Americans Are Buying Diamonds in 2025
De Beers’ latest study explores changing consumer attitudes towards diamonds in the United States.
READ MORE
DE BEERS GROUPJUL 30, 2026
De Beers Reports Higher Sales Volumes in First-Half 2026 Results
De Beers increased production and sales volumes during the first half of 2026 as market conditions remained challenging.
READ MORE
