De Beers launches new initiatives to promote natural diamonds in India

De Beers Group has launched its ‘Second Ear Piercing Ritual’ initiative in India to promote natural diamonds among younger consumers. The campaign introduces a new gifting occasion, second ear piercings, with the aim of blending tradition with modern self-expression.

At the heart of the initiative is the ‘Love, From Dad’ collection, which highlights the bond between fathers and daughters, the Gem and Jewellery Export Promotion Council announced on its website. The collection positions natural diamonds as a meaningful gift for a daughter’s second ear piercing, to symbolise her growing independence, according to De Beers. 

“With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals,” said De Beers India’s managing director Amit Pratihari, the GJEPC reported. “This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”

To extend its reach, De Beers has partnered with the GJEPC through the Indian Natural Diamond Retailer Alliance. Retailers registered with INDRA can access customisable campaign materials, receive virtual training, and use a WhatsApp channel for personalisation.

De Beers has also launched a dedicated Indian website to promote natural diamonds in the country, featuring information on natural diamonds, a curated earring catalogue, and a store locator. The ‘Love, From Dad’ campaign will run across multiple media platforms in various languages, aiming to strengthen the appeal of natural diamonds in India.