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
Puducherry CM, Raashi Khanna Inaugurate Challani Jewellery Mart Flagship Showroom In Puducherry
Actress Raashi Khanna Announced As The Brand Ambassador Of Challani Jewellery Mart
Challani Jewellery Mart, marked a significant milestone with the grand inauguration of its newest flagship showroom in Puducherry.The showroom was inaugurated by the Hon’ble Chief Minister of Puducherry Shri N. Rangasamy, in the presence of acclaimed actress Raashi Khanna, who was officially announced as the Brand Ambassador of Challani Jewellery Mart, making the celebration even more special and memorable. Present at the inauguration were Jayantilal Challani, Chairman- Challani Group of Companies and Gautham Challani, Director- Challani Jewellery Mart.
The newly launched flagship showroom features three magnificent floors, each curated to showcase jewellery in its most exquisite form. The showroom houses an extraordinary collection of timeless gold jewellery, radiant diamond creations, bridal masterpieces, contemporary ornaments .A key highlight of the new outlet was an entire floor exclusively dedicated to silver jewellery, From elegant daily wear to grand festive creations, the silver collections are designed to appeal to every generation and every style preference.
For generations, Challani Jewellery Mart has been more than a jewellery brand. It has been a part of countless celebrations, cherished memories, traditions, and emotions beautifully carried from one generation to another. Continuing this glorious legacy, the brand now brings its signature elegance and unmatched craftsmanship to Puducherry. through a spectacular new destination designed to redefine the jewellery shopping experience.
Every piece at Challani Jewellery Mart is thoughtfully designed to celebrate life’s most precious moments, transforming jewellery into emotions that last forever. Beyond jewellery, the new showroom has been envisioned as a luxurious lifestyle destination where every customer experiences warmth, comfort, grandeur, and personalised attention. The elegant interiors, refined ambience, spacious displays, and exclusive collections together create an experience that is memorable, immersive, and truly world-class.
With a strong and successful presence already winning the hearts of customers in Chennai and Madurai, Challani Jewellery Mart now extends its celebrated legacy to Puducherry. carrying forward its commitment to quality, authenticity, innovation, and timeless craftsmanship.
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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.