MAM
De Beers sets its intentions high with a cosmic spin on diamond desire
MUMBAI: When the universe sends a sign, De Beers wants it worn around your neck. With a celestial wink at the booming culture of manifestation, De Beers Group has launched Love From Universe, an integrated campaign that reframes natural diamonds as modern talismans of clarity, intention and self-belief, rather than ornamental luxury.
At the centre of the campaign sits the Natural Diamond Intention Pendant, designed for women who see jewellery not merely as adornment but as an emotional ritual, aligned to purpose and personal visioning. It taps into a cultural moment where affirmations, vision boards and cosmic alignment have become part of the everyday vocabulary of ambition.
The hero film, starring Shreya Dhanwanthary, captures this shift beautifully. Set against the quiet focus of a 2026 vision-board ritual, the narrative follows a woman articulating her aspirations with intention culminating in the striking realisation, “To manifest my best life, a billion years of cosmic energy, from nature’s heart to mine; a natural diamond.”
What might once have been a gift now becomes a conscious choice rooted in self-worth.
To extend the universe further, De Beers has enlisted Tamannaah Bhatia, Athiya Shetty and Sania Mirza, each using the Intention Pendant to express their personal manifestation journeys. From athletic resilience to artistic reinvention, their creator-led storytelling underscores the campaign’s positioning: diamonds as companions in growth, not trophies.
Adding to the momentum is Manifestival 2026, an immersive IRL experience inviting creators to craft vision boards in a guided, shared environment transforming self-reflection into a social, cultural experience.
Love From Universe is no soft launch. De Beers is rolling out a 360° push across 16 cities, using television, print, radio, cinema, outdoor, digital and social formats. Mumbai and Delhi lead the pack with marquee print placements and premium outdoor, giving the campaign both cultural salience and top-funnel dominance.
The pendants will be available through 20 plus manufacturing partners’ national retail networks, with customisable campaign assets accessible on the INDRA (Indian Natural Diamond Retailers Alliance) portal, enabling retailers to tailor storytelling for their markets.
Running through January 2026, the campaign smartly aligns with the season of resets when consumers are already reflecting, re-evaluating and setting intentions. By positioning natural diamonds as symbols of personal clarity rather than festive gifting, De Beers signals a shift in luxury behaviour, inward, intentional, individual.
With Love From Universe, De Beers continues its effort to anchor natural diamonds in contemporary emotional language keeping them timeless, yet tuned into evolving codes of self-expression and modern spirituality.
The Natural Diamond Intention Pendants are now available across natural diamond jewellers nationwide.
Brands
YFLO appoints Tania Nijhawan as president for 2026-27 term
Dentist-entrepreneur to lead women’s body amid rising focus on leadership
NEW DELHI: Young FICCI Ladies Organisation (YFLO), the women’s arm of FICCI, has appointed Tania Nijhawan as its president for the 2026-27 tenure, effective April 2026, at a time when conversations around women’s leadership in India are gaining fresh momentum.
A cosmetic and paediatric dentist with over 15 years of experience, Nijhawan is the founder of Udana Wellness, a multi-speciality clinic in Vasant Vihar known for its focus on advanced treatments and patient-centric care. She also serves as director at Nijhawan Group and is an active investor in start-ups across health, wellness and hospitality, including Nuts For Us.
Her academic credentials include advanced training from global institutions such as New York University, the University of Southern California and University College London, shaping her multidisciplinary approach across dentistry and wellness.
YFLO has long positioned itself as a platform for leadership, entrepreneurship and professional growth, bringing together women across industries to drive dialogue and collaboration. Under Nijhawan’s leadership, the organisation is expected to sharpen its focus on cross-sector engagement and meaningful, future-facing conversations.
Speaking on her appointment, Tania Nijhawan said, “YFLO has always stood for meaningful engagement and forward-thinking dialogue. I look forward to building a platform that not only encourages exchange of ideas but also actively supports emerging voices and creates opportunities for collaboration across sectors.”
She added, “The Women’s Reservation Bill, which seeks to reserve 33% of seats for women in the Lok Sabha and State Legislative Assemblies, is not just a policy shift, it is a generational opportunity. It acknowledges the urgent need for women to have a stronger voice in shaping the nation’s future. True progress lies not just in representation, but in enabling women to lead with agency, confidence and impact.”
As president, Nijhawan will focus on curated programming, high-impact industry conversations and initiatives that bring together women across disciplines. Her theme for the year, “Lead With Your Light,” signals a push towards purpose-led leadership and greater confidence among emerging voices.
Her appointment marks a new chapter for YFLO, one that aims to align leadership, enterprise and policy at a time when women’s voices are increasingly central to India’s growth story.
