New York—De Beers Group is continuing its “Desert Diamonds” marketing, now with a new campaign for the holiday season.
The “Icons” campaign invites consumers to rediscover some of the most beloved fine jewelry staples in fresh, modern interpretations.
This is done by spotlighting four classic diamond jewelry styles—stud earrings, the eternity band, the tennis bracelet, and the halo solitaire pendant—featuring natural diamonds in Desert Diamond hues from warm whites and sunlit yellows to deeper, smoky whiskey tones.
A tennis bracelet with “Desert Diamonds” in 14-karat yellow gold
The campaign was designed to draw holiday shoppers to classic gifts that bring joy but are something unexpected and distinctive.
“For a new generation of jewelry lovers, true luxury lies in self-expression, with many drawn to pieces that reflect their individuality and celebrate what makes them unique,” said Lynn Serfaty, general manager of natural diamonds at De Beers Group.
“These are timeless classics, reinterpreted for today, and made even more meaningful by the unique story each diamond tells. This holiday season, they offer a gift of enduring beauty, personal expression, and lasting significance.”
A “Desert Diamonds” halo solitaire pendant in 14-karat yellow gold
The integrated advertising campaign launched in September and is slated to continue throughout the holiday season.
It builds on the momentum of the Desert Diamonds beacon program’s launch in 2025, said De Beers Group, continuing its commitment to celebrating the natural diversity of diamonds and demonstrating how their varied hues can express individuality, love, and timeless beauty.
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The industry-wide umbrella program also continues with 65 jewelry designers creating pieces that showcase the desert-inspired palette.
A curated showcase presented by A Diamond Is Forever last week displayed their work, demonstrating how natural diamond hues and masterful craftsmanship can breathe new life into iconic fine jewelry silhouettes, said De Beers Group.
Amongst those involved are Jessica McCormack, Fernando Jorge, Zahn-Z, Camille Beinhorn, Francesca Villa, Lionheart, Ten Thousand Things, Uniform Object, Grace Winfrey, Harwell Godfrey, Blue Nile, LeVian, Diamonds Direct, and Almasika.
Marvin Douglas also premiered his inaugural diamond jewelry collection during the event.
De Beers Group said, together, the designers demonstrated the creative possibilities for classic diamond jewels by illustrating how their shared appreciation of natural diamonds inspired a diverse range of interpretations.
Marketing materials for the Icons holiday campaign are available to retailers who are interested in promoting their own Desert Diamonds collections.
The materials are available on A Diamond Is Forever’s Promoboxx.