BrandBuzz
De Beers Group Advances ‘Love, From Dad’ Campaign As Project INDRA Network Expands Across India
Expanded INDRA Network and New Design Offerings Drive Deeper Retailer Engagement and Natural Diamond Demand
Following strong consumer response, De Beers Group builds on its ‘Love, From Dad’ campaign alongside the expansion of the Indian Natural Diamond Retailer Alliance (INDRA). With a significantly larger and more engaged retailer network, this phase of the campaign is designed to drive stronger in-store activation, category growth, and deeper consumer connect across markets.
At the core of this phase is the evolution of Project INDRA, developed in partnership with the Gems & Jewellery Export Promotion Council (GJEPC). Since its inception, INDRA has rapidly scaled into a robust, nationwide retailer ecosystem, equipping partners with tools and resources to actively promote natural diamonds. The initiative enables retailers to leverage ready-to-use, customisable marketing assets via a dedicated digital portal, complemented by enhanced WhatsApp integration for seamless localisation and personalised outreach.
This year, the ‘Love, From Dad’ campaign is further strengthened with the introduction of new, contemporary natural diamond designs curated for second ear piercings. These designs offer retailers a fresh and relevant product proposition, aligned with evolving consumer preferences for self-expression, everyday luxury, and milestone-led purchases.
Originally conceptualised to tap into the growing influence of Gen Z and Millennial consumers, the campaign centres on the second ear piercing as a culturally resonant yet underleveraged retail opportunity. Positioned as a moment of personal choice and individuality, it creates a new occasion to engage consumers beyond traditional purchase drivers. By associating this milestone with natural diamonds, the campaign drives incremental demand within the category.
Shweta Harit, Global SVP, De Beers Group, said:
“The continued momentum of Project INDRA reflects the growing confidence of retailers in the natural diamond category. With an expanded network and enhanced tools, we are enabling our partners to translate culturally relevant insights into tangible business opportunities. This year, ‘Love, From Dad’, along with its new design offerings, allows retailers to engage with consumers in more meaningful ways while driving store-level growth.”
The campaign continues to highlight the emotional bond between fathers and daughters, positioning the second ear piercing as a defining moment of self-expression, supported by a father’s trust and encouragement. This storytelling approach, combined with strong retail integration, provides jewellers with a compelling framework to drive both footfall and conversions.
Supported by a 360-degree, multilingual rollout across television, print, radio, out-of-home, and digital platforms, the campaign is designed to deliver scale while enabling hyperlocal execution through INDRA retailers.
BrandBuzz
GIVA Unveils VEDA: Bangalore’s Newest Premium Jewellery Destination
Where Ancient Wisdom Meets Contemporary Luxury
GIVA, India’s leading fine jewellery brand, today marks a landmark moment with the launch of VEDA, a first-of-its-kind premium jewellery experience in Bangalore. More than a store, VEDA is a destination where heritage craftsmanship, ethical luxury, and deeply personal storytelling converge.
Derived from the Sanskrit word for knowledge, VEDA embodies a commitment to conscious luxury. The brand stands at the confluence of ancient wisdom and modern values, bringing awareness, integrity, and intention to every piece it creates.
Step into a world where grand interiors are as thoughtfully curated as the collections they house. VEDA offers an immersive jewellery journey designed for those who seek more than adornment. They seek meaning. At the heart of VEDA is an exclusive private viewing room, where guests experience a personalised consultation away from the world, making every milestone feel truly ceremonial.
VEDA’s collections are built around life’s most significant moments, weddings, milestones, and timeless celebrations. The silver range spans Kundan, pearl, and temple collections, each rooted in craft traditions that have stood the test of time. In gold, VEDA offers pieces across the full spectrum of a woman’s life, from understated everyday wear to show-stopping occasion jewellery, alongside Polki and lab-grown diamond collections for those seeking something truly exceptional.
Every piece is ethically sourced, traceable from origin to creation, and backed by full certification of quality and authenticity. Lab-grown diamonds are chemically, physically, and optically identical to mined diamonds, but created with zero environmental impact.
VEDA offers 0% deduction on gold, ensuring customers receive the full value of their gold at the time of exchange, with complete transparency and no hidden costs.
Made to Order in 12–14 Days
VEDA’s signature Made-to-Order offering allows customers to commission bespoke jewellery crafted specifically for them, delivered in just 12 to 14 days. Each piece is handcrafted by master artisans who bring generations of skill to their work, honouring traditional techniques while embracing contemporary design.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.