Diamond Renaissance

De Beers returns to cultural prominence with Desert Diamonds- and an unexpected art world collaboration

- By Amrita Katara

After more than a decade of relative silence when it came to major campaigns, De Beers Group made two striking moves last autumn that signal a fundamental rethinking of how diamonds fit into contemporary luxury. The company that created the iconic “A Diamond is Forever” tagline in 1947 now faces a different challenge: what does “forever” mean when everyone wants to express their individuality?

The question was answered in New York on October 3 with Desert Diamonds, a collection that abandons the traditional pursuit of colourless perfection for something more unexpected. Taking cues from the arid landscapes where many natural diamonds are discovered, the palette ranges from warm whites through champagne and amber to deep whisky tones. These are stones that have existed in nature all along but were often dismissed as less desirable than their colourless counterparts.

De Beers unveiled the collection with an immersive evening at Artechouse in New York City, a digital art venue known for sensory installations. The event drew Grammy-winning singer Ciara, actress and fashion provocateur Julia Fox, R&B star Teyana Taylor and model Lucky Blue Smith, all wearing pieces from the collection. More than 30 jewellery designers showcased work using the warm-toned palette, demonstrating how widely this aesthetic is already being embraced across the industry.