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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

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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
  • 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

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BrandBuzz

Bvlgari Revives Its Iconic Gold & Steel Legacy With Bold New Jewellery Creations

The Roman Maison Reimagines Its Pioneering Fusion Of Gold and Stainless Steel Across B.Zero1, Tubogas and Serpenti Collections, Blending Heritage With Contemporary Innovation.

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Bvlgari has introduced its new Gold & Steel Collection, marking the return of one of the Roman maison’s most distinctive design signatures—the bold combination of precious gold and stainless steel. Rooted in the brand’s pioneering creative vision of the 1970s, the latest collection brings fresh interpretations to some of Bvlgari’s most iconic creations while celebrating its enduring legacy of innovation and craftsmanship.

The new collection presents a contemporary dialogue between heritage and modern design, spanning the sculptural elegance of B.zero1, the fluid artistry of Bvlgari Tubogas, and the striking Serpenti Tubogas Studs Capsule watch collection. Together, these creations reaffirm the maison’s commitment to pushing the boundaries of jewellery design while remaining deeply connected to its Roman roots.

At the heart of the launch are two new B.zero1 rings, available in two-band and four-band versions, designed to offer enhanced lightness, comfort and versatility for everyday wear. The collection also introduces a refined Bvlgari Tubogas jewellery set, complemented by high jewellery creations that showcase the maison’s signature craftsmanship and bold aesthetic.

For Bvlgari, the Gold & Steel concept is far more than an innovative combination of materials. It represents a distinctive creative philosophy that reflects the maison’s determination to define its own design language while continually expanding its artistic vocabulary through experimentation and technical excellence.

The collection also pays tribute to a defining moment in Bvlgari’s history. During the 1970s, the maison broke with convention by introducing stainless steel into the world of fine jewellery—a material traditionally associated with strength and durability but considered exceptionally challenging to shape using jewellery-making techniques. By pairing the industrial character of steel with the timeless nobility of gold, Bvlgari created an unexpected union of contrasting materials that redefined luxury jewellery and established a design language uniquely its own.

Long celebrated for its experimental spirit, distinctive aesthetics and ingenious craftsmanship, Bvlgari continues to evolve its most iconic collections through the Gold & Steel Collection, demonstrating how innovation and heritage can coexist to create timeless jewellery with a bold contemporary identity

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