De Beers Group has launched its Desert diamonds campaign in Asia with an event in Shanghai, as the world’s leading diamond producer seeks to strengthen demand for natural diamonds in one of its key consumer markets amid growing competition from laboratory-grown stones.
The launch, held at the West Bund Orbit in Shanghai, brought together more than 200 guests, including government officials, diplomats, jewellery retailers, industry executives, designers and cultural figures.
The campaign highlights naturally colored diamonds inspired by desert landscapes and is positioned around the themes of authenticity, individuality and self-expression, reflecting changing consumer preferences in China.
“Today’s consumers seek individual expression, true self, and self-reward,” Lynn Serfaty, General Manager of Natural Diamonds at De Beers Group, said at the event.
She said Desert diamonds are intended to resonate with consumers looking for jewellery that reflects personal identity, adding that each natural diamond carries a unique color and geological history formed over billions of years.
The event featured a ceremonial gong-striking led by executives from De Beers and three major jewellery retailers—Chow Tai Fook Jewellery Group, Chow Sang Sang Jewellery Group and Tse Sui Luen Jewellery Group—marking the official launch of the collection in Asia.
Government and industry representatives attending the event included officials from the UK government, the China-Britain Business Council, the South African Consulate-General in Shanghai, Namibia’s embassy in China, the Shanghai Diamond Exchange Center and the Natural Diamond Council Greater China.
De Beers also showcased jewellery collections from its retail partners alongside its signature three-stone collection and loose Desert diamonds through an exhibition combining contemporary jewellery with traditional Chinese bamboo weaving art.
The programme included consumer masterclasses on natural diamonds, panel discussions on the role of natural diamonds in modern luxury, and educational sessions explaining the differences between natural and laboratory-grown diamonds.
The campaign forms part of De Beers’ broader effort to reinforce the value proposition of natural diamonds by emphasizing their rarity, geological origin and cultural significance as the industry faces increasing competition from synthetic alternatives.
Business News Asia
