BrandBuzz
De Beers Group Rewrites the Diamond Story with ‘Intention Pendants’ for the Woman Who Chooses Herself
Where natural diamonds become expressions of intent for women shaping their own path
De Beers Group taps into the modern ritual of intention-setting with the launch of ‘The Intention Pendant’ collection, where natural diamonds become intimate expressions of purpose and personal power. Designed for the woman who marks her milestones quietly yet deliberately, the high-glamour collection reflects a new language of self-gifting rooted in meaning, emotion, and self-belief. The launch speaks to a wider cultural shift, one where success is defined internally and luxury becomes a deeply personal signature.
For Gen Z and millennials, practices like manifestation, vision boarding, and ‘scripting dreams’ are no longer trends; they are core lifestyle rituals. Intention-setting has become a daily act of self-empowerment. De Beers Group captures this sentiment through a personal campaign narrative that features a young woman crafting a vision board and reconnecting with her inner clarity, with the pendant serving as her constant companion through quiet moments and self-discovery.

“Women today are choosing to celebrate themselves through everyday intentions. The Intention Pendants draw from the extraordinary legacy of natural diamonds while honouring this cultural shift,” said Toranj Mehta, Vice President of Marketing, De Beers Group India. “Rooted in the extraordinary legacy of natural diamonds, this collection reflects a shift toward jewellery as a personal marker of growth. Each piece serves as a quiet reminder a woman wears for herself, honouring her inner resolve and the promises she makes to her future.”
The launch is supported by a comprehensive 360° campaign designed to inspire and engage across print, television, radio, cinema, outdoor, digital, and social media outreach. Leading Bollywood and sports icons including Tamannaah Bhatia, Athiya Shetty and Sania Mirza have created and shared their personal vision boards while wearing the pendants, amplifying authenticity and aspiration.
Each Intention Pendant features a natural diamond, formed over billions of years and shaped patiently by nature, carrying a sense of timeless continuity into the present. Refined through the forces of time, it stands as a lasting symbol of resilience and brilliance. Inspired by celestial forms and personal energy, the design brings this journey from nature’s heart to hers into a modern, wearable expression. Worn close to the heart, the pendant becomes a personal touchstone, subtly manifesting her best life while reflecting her intentions, inner strength, and the journey she continues to shape.
The Intention Pendant collection builds on De Beers’ global focus on self-gifting as an evolving expression of self-love. Across markets, natural diamonds are increasingly chosen to mark independent decisions, personal milestones, and moments of inner transformation, signalling a move beyond traditional gifting toward jewellery that reflects individuality and purpose.
Launching ahead of the year-end period of reflection, the collection aligns naturally with a season devoted to renewal, clarity, and intention. The Intention Pendant emerges not as a statement piece, but as a personal symbol, one that accompanies a woman quietly as she defines success on her own terms.
‘The Intention Pendant Collection’, serves as a reminder of one’s potential through the timeless beauty of a natural diamond and personal expression. De Beers invites you to connect with cosmic energy, flowing from nature’s core to your own.
BrandBuzz
Tiffany & Co. Unveils Blue Book 2026 ‘Hidden Garden’ In A Spectacular New York Showcase
A Star-Studded Evening at the Park Avenue Armory Celebrates Nature-Inspired High Jewellery, Reimagining the Legacy of Jean Schlumberger Through Rare Gemstones and Contemporary Artistry.
Tiffany & Co. unveiled its Blue Book 2026: Hidden Garden collection with an elegant, star-studded evening at the iconic Park Avenue Armory. The event brought together an impressive guest list, including Teyana Taylor, Connor Storrie, Naomi Watts, Amanda Seyfried, Gabrielle Union, Dwayne Wade, Rosé, Gretty Lee, and Mariah Carey, who also delivered a special performance during the evening.
The showcase unfolded as a seamless blend of jewellery, fashion, and immersive storytelling. Models presented the collection dressed in creations by Sarah Burton for Givenchy, set against a lush indoor garden concept that mirrored the inspiration behind the collection. Guests were treated to a curated dining experience surrounded by abundant floral installations, enhancing the atmosphere of an enchanted garden brought to life.



At the heart of the collection lies the creative vision of Nathalie Verdeille, Senior Vice President and Chief Artistic Officer of High Jewellery. Building on the legacy of Jean Schlumberger, the collection revisits his fascination with nature, translating elements like blossoms, butterflies, birds, and grasshoppers into intricate high jewellery pieces adorned with extraordinary gemstones. The garden, long a source of inspiration for Schlumberger, is reimagined here with renewed vibrancy and detail.
Among the standout highlights are new interpretations of the iconic Bird on a Rock motif, a design synonymous with Schlumberger’s legacy. These pieces now appear in vivid new colourways, perched atop stones such as chrysoprase and aquamarine, forming part of a suite that includes a necklace with a convertible brooch, bracelet, earrings, and ring. Alongside this, the Butterfly chapter captures movement and delicacy through diamond-studded wings, while the Bee chapter draws from the historic Two Bees ring, presenting bold new designs with honeycomb-inspired structures and a striking internally flawless diamond exceeding 10 carats.

The narrative continues with the reintroduction of the Paradise Bird, a rare motif originally conceived in 1962. This year’s interpretation sees the design evolve into vibrant new creations set on striking gemstones, featuring a rich palette of turquoise, emeralds, sapphires, and tsavorites. These pieces echo Schlumberger’s fascination with the natural world, shaped by his travels and personal experiences, including time spent at his home in Guadalupe.
The choice of venue added another layer of meaning to the evening. The Park Avenue Armory shares a historic connection with the maison, as Louis C. Tiffany was commissioned in 1881 to design parts of the Armory, including the Silver Room and Historic Veterans Room. This heritage connection underscored the brand’s ability to bridge past and present seamlessly.
With Blue Book 2026: Hidden Garden, Tiffany & Co. not only celebrates its rich design heritage but also pushes creative boundaries, transforming nature’s fleeting beauty into enduring high jewellery masterpieces that feel both timeless and distinctly contemporary.
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