In a significant move that signals a renewed commitment to the Indian Jewellery market, De Beers Group unveiled its latest Direct-to-Consumer (D2C) campaign titled ‘Love, From Dad’ at an exclusive press event held at the Jio World Convention Centre, BKC. This initiative marks the beginning of a long-term, five-year roadmap aimed at catalyzing the growth of natural diamond consumption in India.
Speaking at the event, Mr. Amit Pratihari, Managing Director, De Beers India, shared that this campaign is one of the most elaborate efforts the brand has undertaken in the region in recent years. “India is the second largest market for natural diamonds after the United States. As we project India evolving into a $12 trillion economy by 2030, we see vast untapped potential in diamond jewellery, driven by culture, occasion-based gifting, and the emotional value of diamonds,” he stated.
Unlike Western markets, where diamond consumption often hinges on lifestyle and fashion, Indian consumers view diamonds through a cultural lens—treasured during occasions, rituals, and life milestones. De Beers’ new campaign, ‘Love, From Dad’, draws from this insight. It spotlights the second ear-piercing ritual, a personal and symbolic moment of self-expression for young Indian girls, often undertaken between the ages of 16 and 18. It celebrates the transition of a daughter into her independent identity, supported by the unconditional love from her father. Through this emotionally nuanced storytelling, De Beers aims to form a lasting bond with the emerging Gen Z audience.
Ms. Toranj Mehta, Vice President of Marketing, expanded on this emotional and cultural strategy: “The perception of diamonds in India is changing. For the Gen Z audience, diamonds are no longer just for special occasions. They are expressions of identity, reflections of life’s personal journey, and evolving into everyday wear—jewellery that transitions from morning to night with ease.”
She emphasized three key pillars guiding the new narrative:
1. Identity and Individuality – Every natural diamond is unique, like the individual wearing it.
2. The Journey of the Diamond – Like human evolution, diamonds are shaped over billions of years, mirroring personal growth.
3. Lifestyle Integration – Diamonds are now being seen as part of a daily style statement, not just reserved for grand events.
To strengthen the ecosystem supporting this shift, De Beers is collaborating with retailers, especially across B- and C-class towns through its INDRA Initiative (Indian Natural Diamond Retailer Alliance) in partnership with GJEPC. This category-wide promotional effort aims to empower local retailers with education, inventory alignment, and marketing toolkits. “We have also onboarded manufacturers to ensure retailers are well-stocked and able to respond to rising demand. Every “natural diamond” retailer is welcome to join the INDRA Alliance and access customizable campaign material,” Mr Pratihari added.
In parallel, De Beers has launched www.adiamondisforever.com, a consumer-centric platform designed to enhance diamond education and reinforce transparency and trust—cornerstones of the natural diamond value proposition.
The brand’s marketing strategy is backed by a substantial multi-channel investment, spanning TV, Print, Digital, and Social Media, ensuring deep consumer engagement across metros and tier-2 and tier-3 markets. With its super-targeted narrative around meaningful rituals, personal milestones, and familial bonds, De Beers is set to reinvigorate the appeal of natural diamonds for a new generation of buyers.
De Beers is not merely running a campaign—it is redefining the emotional lexicon of diamond jewellery in India.
In a business as personal as jewellery, where relationships and rituals matter as much as design and craftsmanship, De Beers’ culturally attuned and consumer-forward strategy could well usher in the next phase of growth for the natural diamond industry in India.
