Some Friendships are as Rare as Natural Diamonds: De Beers Celebrates Friendship Day with 'Love, from Bestie' Campaign
De Beers India has launched a 'Love, from Bestie' campaign to celebrate Friendship Day with a new collection of diamond bracelets. The initiative includes in-store experiences across nine Indian cities to promote the brand's jewelry.
Why it matters
This campaign highlights how luxury brands leverage cultural holidays and emotional marketing to drive retail engagement and consumer spending.
MUMBAI, India , July 28, 2026 /PRNewswire/ -- Celebrating these lifelong bonds this Friendship Day, De Beers India invites best friends across nine cities to celebrate their shared journey through 'Love, from Bestie', a natural diamond ritual created especially for friendship. From 1st to 2nd August, best friend duos can head to 60 retail partner stores, including Forevermark Diamond Jewellery stores, across Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur, to discover the collection and take part in a specially curated in-store experience.
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