De Beers Group launches Desert diamonds campaign in Shanghai

De Beers Group hosted the launch of its Desert diamonds beacon in Shanghai on 29 July 2026, marking the first new beacon introduced by the company in over a decade. The event was supported by the firm’s largest category‑marketing investment in 15 years and aimed to boost demand for natural diamonds across Asia, highlighting China’s strategic importance for the market.

Lynn Serfaty, General Manager of Natural Diamonds at De Beers, addressed the audience and outlined the campaign’s focus on authenticity, individuality and inner radiance. Inspired by desert landscapes and historic Silk‑Road routes, the Desert diamonds collection showcases a range of colours from warm whites to champagne tones. The brand also introduced a “Real People” initiative, featuring individuals from diverse fields rather than traditional celebrities, to deepen emotional connections with consumers.