BrandBuzz
De Beers Group Launches ‘Love, from Bestie’ – A Sparkling New Diamond Ritual for Best Friends This Friendship Day
A First-of-Its-Kind Natural Diamond Bracelet Collection Honoring the Unique Bond Between Best Friends
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
BrandBuzz
Jos Alukkas Launches Platinum Jewellery Campaign Featuring Dulquer Salmaan
New Platinum Campaign With Dulquer Salmaan, Celebrating Sophistication and Individuality
Jos Alukkas, a trusted name in quality, innovation, and trendy jewellery in India, has launched a platinum jewellery campaign featuring its brand ambassador, Dulquer Salmaan, on 15th May 2026. The campaign marks a bold new chapter for Jos Alukkas, with Dulquer’s charismatic presence and sophisticated persona bringing alive the essence of platinum jewellery as a statement of individuality and timeless luxury.
The campaign showcases an exclusive range of meticulously crafted platinum jewellery pieces, including rings, chains, bracelets, and other contemporary pieces tailored for both men and women. Each piece reflects Jos Alukkas’ legacy of craftsmanship while embracing modern design sensibilities.
On the campaign, Varghese Alukkas, Managing Director of Jos Alukkas, said:
“At Jos Alukkas, we have always believed in offering jewellery that reflects not just beauty, but also meaning and aspiration. Dulquer Salmaan’s authenticity and contemporary appeal perfectly align with the values of our brand and this exceptional collection. Through this campaign, we aim to inspire a new generation to embrace platinum as a symbol of sophistication and individuality.”
Sujala Martis, Director – Consumer Marketing (India), Platinum Guild International, said:
“Platinum occupies a distinct space in the men’s jewellery category, combining rarity and strength in a way few precious metals can. Its appeal lies in its understated confidence, making it a compelling choice for modern men seeking jewellery that reflects both personal style and enduring values.
The Jos Alukkas Men of Platinum campaign, The Icon’s Signature, with Dulquer Salmaan builds on this very aspect and celebrates the actor’s preference for platinum. It clearly signals platinum as the metal of choice for modern men who see jewellery as an expression of character, values and style.”
Through this initiative, Jos Alukkas seeks to position itself as a brand in the luxury jewellery segment, inspiring customers to opt for platinum for their most important occasions. The campaign will be promoted across digital, print, and in-store platforms across India and international markets. With this launch, Jos Alukkas reaffirms its commitment to innovation, excellence, and offering jewellery that celebrates both tradition and contemporary luxury.
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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.