Mumbai: The De Beers Group launched three key landmark initiatives — at the 41st IIJS Premiere in Mumbai — to strengthen India’s natural diamond market and which included: the ‘INDRA digital platform’ for retailers, the emotionally-driven “Love, From Bestie” bracelet campaign celebrating female friendship, and the ‘Institute of Diamonds’.
Noting that these initiatives mark a new chapter for the natural diamond industry in India, Shweta Harit, SVP, De Beers Group, said “Since friendships between women are real, timeless and irreplaceable, the idea behind the Bestie Bracelet collection was to create a meaningful ritual that captures the strength of this friendship between two women.”
Bollywood icons Neelam Kothari and Seema Sajdeh—real-life best friends and stars of the popular series The Fabulous Lives of Bollywood Wives—who lent their charm and authenticity to this special event.
The campaign will launch nationally on August 3, Friendship Day, across TV, print, digital, social media, radio, and OOH.
“Underscoring its dedication to preserving integrity in the industry, De Beers Group also profiled the Institute of Diamonds (IoD) – one of the world’s only grading laboratories exclusively focuses on 100% natural, untreated diamonds.”
As retailers today face a crowded marketplace where differentiation is difficult, staff turnover is high, and consumer confusion persists, the IoD addresses these issues by offering exclusive natural diamond services, trusted branding and robust training programs that empower sales teams to communicate the unique value of natural diamonds with confidence, she said.
“India’s role in the global diamond industry is expanding, and our focus is on supporting that growth with the right tools, platforms, and partnerships. Together, these initiatives have the capacity to elevate India’s natural diamond retail ecosystem,” she added.
De Beers Group, established in 1888, is the world’s leading diamond company and largest diamond producer with diamond mining operations in Botswana, Canada, Namibia and South Africa, and expertise in the exploration, mining, marketing and retailing of diamonds.
