MUMBAI: Talk about sparkling under the spotlight! A Diamond is Forever unveiled its latest campaign, Desert diamonds, with a glittering evening at Artechouse in New York City on October 3, celebrating the individuality and timeless beauty of natural diamonds.
The event drew an A-list of celebrities including Ciara, Julia Fox, Lucien Laviscount, Lucky Blue Smith, and Teyana Taylor, alongside leading editors, visionary designers, and ambassadors from across the globe. Guests were treated to a multi-sensory experience featuring a curated exhibition of diamonds in warm whites, champagne, amber, and whiskey shades from over 30 renowned designers and brands.
The Desert diamonds collection pays tribute to the earth from which these treasures originate, capturing rarity, elegance, and emotional resonance. From red carpet moments to engagement rings, the campaign’s distinctive colour palette is already inspiring jewellery lovers worldwide.
Ciara wore a Premier Gem ring sourced from Botswana, paired with Vice Versa studs and a De Beers London necklace, while Teyana Taylor adorned Desert diamonds from Namibia with a Grandview Klein necklace and bracelet. Julia Fox, Lucien Laviscount, and Lucky Blue Smith also showcased statement pieces, adding glamour and star power to the evening.
The celebration included wine from Ibest Wine and a curated culinary journey by chef Lorna Maseko of Ekhaya, complemented by a unique soundtrack blending afrobeats and amapiano rhythms, reflecting the global spirit of the campaign.
De Beers Brands & Diamond Desirability CEO Sandrine Conseiller said, “Desert Diamonds celebrate individuality and self-expression. Whether as a style statement or everyday wear, these diamonds offer a modern take on love, connection, and heritage.”
With its combination of artistry, culture, and natural beauty, Desert diamonds highlight the ever-evolving allure of coloured diamonds while reinforcing A Diamond is Forever as a symbol of timeless elegance.