De Beers Group is targeting teenagers in India, especially girls in the age group of 16 and 18, to grow its natural diamond sales in the country which has emerged is the world’s second largest market for natural diamonds surpassing China. The U.S. is the biggest market.
With an ambition to grow the natural diamond jewellery volume from 10% of all jewellery sold in India to 15% in five years, De Beers has announced to start a series of Direct to Consumer (D2C) campaigns to appeal to new segment of customers.
The company, which is the world’s biggest diamond player, on Wednesday unveiled a campaign called the “Second Ear Piercing Ritual” which is an intrinsic part of India’s traditional culture and modern rituals, to support growth in natural diamond demand from young generations. The diamond studs in the offering are priced from ₹5,000 to ₹50 lakh and even more.
Amit Pratihari, MD, De Beers India, said, “With the innovative ‘Love, From Dad’ campaign, we continue to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This programme not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”
To amplify this concept nationally, De Beers Group has integrated the programme into its partnership with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year. Retailers will register to participate in the alliance to serve customers.
Published – March 26, 2025 09:17 pm IST
