De Beers launches Desert diamonds campaign in China to spark new fine jewellery trend
De Beers Group has launched a new marketing campaign in China titled 'Desert diamonds' to promote natural diamonds ranging from white to champagne and grey hues. The campaign aims to strengthen the cultural and economic ties between China and African diamond-producing nations.
Why it matters
This initiative represents a strategic pivot in luxury marketing to sustain demand for natural diamonds in the Chinese market amidst shifting consumer preferences.
De Beers Group took over one of Shanghai’s most striking buildings – the West Bund Orbit, designed by British architect Thomas Heatherwick – to unveil its Desert diamonds campaign in China. Featuring a gong performance, Peking opera and testimonials from figures such as female race car driver Shi Wei, the event was a full immersion into Chinese culture and its many connections with the diamond world.
The leading diamond company globally, De Beers Group supplies natural diamonds to the top jewellers and retailers. Late last year it kicked off a campaign to educate the public on so-called “desert diamonds” to create awareness about this new category.
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