MAM
De Beers India marks Friendship Day with bestie diamond campaign
Brand rolls out paired bracelet collection and in-store experiences across 60 stores
MUMBAI: Diamonds may be forever, but this Friendship Day they’re making room for forever friends too. De Beers India is celebrating the occasion with the second edition of its ‘Love, from Bestie’ campaign, inviting best friends to commemorate their bond through a new natural diamond bracelet collection and interactive in-store experiences across nine cities.
The campaign will run from 1 to 2 August, with best friend duos able to visit 60 retail partner stores, including Forevermark Diamond Jewellery outlets, in Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur.
At the heart of the initiative is the Bestie Bracelet Collection, comprising four natural diamond designs created to be worn as matching pairs. The range includes a signature ‘BFF’ bracelet that spells out the sentiment in Morse code using baguette and round diamonds, alongside interlocking and split-circle motifs designed to symbolise enduring friendships.
Beyond the jewellery, De Beers is turning retail stores into experience zones through a three-part programme aimed at encouraging participation rather than simply purchases.
The experience begins with ‘Bond Together’, where visitors receive an express nail-art session, followed by ‘Create Together’, during which friends make personalised bag charms for each other. The celebration concludes with ‘Capture Forever’, featuring a themed photo opportunity and the signing of a ‘Bestie Contract’, allowing participants to take home a keepsake marking the occasion.
The campaign reflects a growing trend among jewellery brands to broaden their appeal beyond traditional occasions such as weddings and anniversaries by positioning fine jewellery as a symbol of other meaningful relationships.
Commenting on the initiative, Toranj Mehta, Country Head, Category Marketing, De Beers India, said the company aims to establish ‘Love, from Bestie’ as an annual Friendship Day ritual celebrating lifelong friendships. He added that both the bracelet designs and the retail experiences have been created to highlight relationships that are enduring, authentic and, like natural diamonds, built to last.
With consumers increasingly seeking experiences alongside products, De Beers is betting that celebrating friendship not just romance will give natural diamonds another reason to shine.
