De Beers Group's 'Love, From Bestie' Turns Friendship Day into a Lasting Ritual with Natural Diamonds
De Beers Group India launched the 'Love, From Bestie' campaign to promote natural diamond jewelry as a symbol of friendship. The initiative featured celebrity partnerships and in-store experiences across 60 retail locations to drive engagement and sales.
Why it matters
This campaign reflects a strategic shift in the luxury jewelry market, moving away from traditional romantic gifting toward celebrating platonic and long-term friendships.
MUMBAI, India , Sept. 1, 2026 /PRNewswire/ -- Not every milestone comes with a date on the calendar, some come with a best friend by your side. The people we choose to grow with, celebrate with and turn to through every version of life are increasingly becoming relationships worth marking. Recognising this shift, De Beers Group's 'Love, From Bestie ' brings natural diamonds into a new kind of celebration, on e centred on the friendships that are rare, enduring and entirely your own.
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