This Friendship Day, De Beers Group, the world’s leading diamond company, unveils a heartfelt new tradition: ‘Love, from Bestie’ — a radiant bracelet collection designed to celebrate the rare and enduring friendship between two women best friends.

In a world where friendships are chosen and cherished, this campaign shines a light on the intimate, lifelong bond shared by two best friends — the ones who’ve stood by each other through every phase of life. Whether it’s the friend who knows your secrets, calls you out on your drama, or simply shows up when it matters most, the Bestie Bracelet Collection is a sparkling tribute to that one-of-a-kind connection.

“The idea behind the Bestie Bracelet campaign was to create a meaningful ritual that captures the strength of a friendship between two women,” says Amit Pratihari, Managing Director, De Beers India. “Crafted in natural diamonds, each bracelet pair symbolizes the rarity and authenticity of their relationship — because for friendships so natural, only natural diamonds will do.”

About the Bestie Bracelet Collection:

• Four elegant designs, offered in pairs — one for you, one for your best friend.
• Crafted with natural diamonds, representing timeless value and rarity.
• Designed to mark shared milestones, memories, and the beauty of belonging.

 Digital Experience for Indian Consumers:

To support the campaign, De Beers has launched a dedicated website for India: adiamondisforever.com, featuring:

• A curated catalogue of Bestie Bracelets
• A store locator for participating retailers
• Insights into the authenticity and allure of natural diamonds

Real Stories, Real Sparkle:

The campaign features real-life best friends across age groups — 30s, 40s, 50s, and 60s — sharing their stories of loyalty, laughter, and love. Celebrity best friends also join the celebration, bringing their friendships to life through Instagram-first storytelling and engaging content.

Campaign Rollout:

Launching on August 3rd, 2025, the campaign will be activated across:

• TV, print, radio, digital, and social media
• Out-of-home (OOH) and experiential activations in key cities