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
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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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.