09
Oct
Staff Writer De Beers Group has launched Desert Diamonds, its first new “beacon” in more than a decade, supported by the company’s largest marketing investment in over ten years. A De Beers beacon is a celebration of natural diamonds presented through a jewellery concept that unites the industry around a central idea and inspires category-wide marketing efforts. First unveiled at the JCK Las Vegas Show earlier this year, Desert Diamonds draws inspiration from desert landscapes where many natural diamonds are found. The collection celebrates a range of colours from warm whites to champagne tones and amber hues. It uses this…
