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
9 Special Gemstones for this Navratri By Irasva Fine Jewellery
Irasva brings together these versatile pieces to complement every festive look, from understated daytime celebrations to statement evening ensembles.
As Navratri celebrates nine days of devotion and tradition, Irasva Fine Jewellery presents a curated edit of nine jewels, each inspired by the colour of the day and designed to bring a touch of contemporary elegance to the festive season.
Navratri brings with it nine days of celebration, each associated with a distinct colour and its own symbolism. Marking the festive occasion, Irasva Fine Jewellery curates nine exquisite jewels that mirror the vibrant palette of Navratri, ranging from classic diamonds to vivid emeralds, rubies and sapphires.
Known for its contemporary approach to fine jewellery, Irasva brings together these versatile pieces to complement every festive look, from understated daytime celebrations to statement evening ensembles.
Navratri Colours Edit
Day 1 – Orange | Cirielle Diamond Fashion Pendant
The Cirielle Diamond Fashion Pendant brings a vibrant touch of orange to the festive edit with its elegant and refined design.
Price: On Request
Day 2 – White | Ornella Diamond Fashion Bracelet
The Ornella Diamond Fashion Bracelet complements the purity of white with its delicate diamond detailing and sophisticated silhouette.
Price: On Request
Day 3 – Red | Crimselle Ruby & Diamond Stud Earrings
The Crimselle Ruby & Diamond Stud Earrings adds a striking festive touch in red, with an elegant design that makes it ideal for celebratory occasions.
Price: On Request
Day 4 – Royal Blue | Nerra Sapphire & Diamond Fashion Ring
The Nerra Sapphire & Diamond Fashion Ring captures the depth of royal blue through a refined combination of sapphire and diamonds.
Price: On Request
Day 5 – Yellow | Selis Diamond Hoop Bali Earrings
The Selis Diamond Hoop Bali Earrings bring a bright festive feel to the yellow day with their elegant hoop silhouette and diamond detailing.
Price: On Request
Day 6 – Green | Lysandra Diamond Cocktail Ring
The Lysandra Diamond Cocktail Ring complements the richness of green with its statement silhouette and refined diamond detailing.
Price: On Request
Day 7 – Grey | Cosmos Diamond Stud Earrings
The Cosmos Diamond Stud Earrings bring understated elegance to the grey day with their timeless and sophisticated design.
Price: On Request
Day 8 – Purple | Lyrisse Diamond Fashion Earrings
The Lyrisse Diamond Fashion Earrings complement the richness of purple with their elegant design and sparkling diamond detailing.
Price: On Request
Day 9 – Peacock Green | Mayura Pearl & Diamond Drop Earrings
The Mayura Pearl & Diamond Drop Earrings reflect the elegance of peacock green with a graceful combination of pearls and diamonds.
Price: On Request
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Navratri Edit By DAIMANTÉ: 9 Pendants, 9 Expressions Of Intention
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GJEPC, ECGC Programme Underlines Recent Changes In Export Credit Insurance For The GJ Sector.
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National News6 hours agoBIS Introduces The Silver Refinery Certification Scheme; Framework Introduces “India Good Delivery For Silver”
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National News8 hours agoAspect Bullion & Refinery Launches “India’s Biggest Gold Fest” With Zero Making Charges On Gold Coins and Bars
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National News8 hours agoGJEPC, ECGC Programme Underlines Recent Changes In Export Credit Insurance For The GJ Sector.
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International News5 hours agoIndia Delegation Arrives In Paris For Three Days Of Learning, Business & Collaboration
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.