And while the formula may be tried and true, the nature of the message makes what’s old new again in more ways than one. Focusing on a palette ranging from soft white to deep browns and all of the hues in between, the message of Desert Diamonds is the diamond itself, and takes us back to the essential appeal natural diamonds have had on humanity for centuries.

“Based on our insight studies, what resonated with consumers is that diamonds carry the traces of the environments where they’re found,” explains Sally Morrison, Market Lead, Natural Diamonds, De Beers Group. “People love the idea of something carrying the traces of place, the places of their origin. It’s like terroir in wine, there’s some aspect of what you have that has this direct, immediate and vivid link to the place it came from; the huge variety in the palette of Desert Diamonds is a metaphor for natural, it reflects those environments and is inspired by those environments.”

Additional studies revealed that a consumer’s idea of the desert was non-specific, “It was a desert of dreams, of Lawrence of Arabia or Dune, not a literal place but an imaginative idea and that all links together in their mind and resonated as a way of self- expression,” Morrison explains. The concept of the desert as a regenerative place is interwoven throughout the campaign imagery, which showcases people at different stages of their lives and relationships and allows the desert to become a character in the stories.

The campaign illustrates that a diamond’s natural make up is evident in these traces of its journey and reflected in these subtle hues, and just like one’s personality or relationship, each is singular, unable to be replicated. Through partnerships with a diverse collective of designers, many of them from the COUTURE community, bespoke, headlining pieces highlight the versatility inherent in the palette, from subtle talismans to statement making scales and silhouettes.

Additional, non-branded promotional designs that were created by a selection of De Beers’ sightholders include themes and motifs rather than stringent design elements, allowing both designers and retailers to build a narrative of their own while benefiting from De Beers’ robust marketing support.

Impeccably crafted solitaires, three-stone rings, ombre hoops, tennis bracelets and ombre “smile” necklaces are seen throughout the campaign, leaving ample room for interpretation in a store or brand’s signature collections.

And while the company is confident that excitement for Desert Diamonds will be far reaching, they also see the value in simply driving customers into a retail environment to explore these new offerings. With complimentary promotional materials that are easily accessible and customizable, De Beers is providing retailers with the tools necessary to reignite enthusiasm for natural diamonds and their unmistakable scintillation.

Whether a client walks out of a store with a branded design taken from the pages of the campaign, or a house-branded, soft white diamond line bracelet, increasing foot traffic into stores and fostering demand for the category through its new Desert Diamonds campaign will prove to be a boon for the industry as a whole.

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