De Beers unveiled its Desert Diamonds Icons campaign at the JCK Las Vegas show, which concluded last week, the diamond company said.
In a press release, De Beers said the campaign, which will launch in September, will focus on four classic diamond jewellery designs: stud earrings, eternity bands, tennis bracelets, and halo pendants. According to De Beers, these four categories account for approximately 70% of all diamond jewellery sales. The initiative will benefit from the largest marketing budget dedicated to promoting natural diamonds in the past 15 years, the company said.
De Beers said the first phase of the Desert Diamonds campaign, which was launched at the end of last year, has already succeeded in increasing demand for natural diamonds in general and coloured diamonds in particular. The company noted that sales at independent jewellery stores recorded year-over-year growth of 4% in the fourth quarter of 2025 and 9% in the first quarter of 2026. Sales of K-Z colour diamonds also posted annual growth of 15% and 19%, respectively, during those quarters.
Speaking at the presentation, De Beers CEO Al Cook said consumer demand for natural diamonds remains strong and that the Desert Diamonds campaign is already stimulating demand. While warning of potential challenges for retailers focused on lab-grown diamonds, Cook said the growing success of the campaign highlights the opportunities ahead for the natural diamond industry.
