DiamondBuzz
De Beers Group unveils first-of-its-kind Second Ear Piercing Ritual program to support growth in natural diamond demand from young generations
- Enhances the Desirability of Natural Diamonds with the Launch of the ‘Love, From Dad’ Collection for the Second Piercing Ritual
- Celebrates the Unique Bond Between Fathers and Daughters as Some Love Is So Natural, Only A Natural Diamond Will do
De Beers Group, the world’s leading diamond company, will support diamond jewellery retailers in driving demand for natural diamond jewellery by showcasing a new gifting occasion in the lives of young consumers – the second ear piercing, which is an intrinsic part of India’s traditional culture and modern rituals.
De Beers is introducing a heart-warming ‘Love, From Dad’ collection as part of the Second Ear Piercing Ritual program. The collection highlights the unique and irreplaceable bond between fathers and daughters — one as rare, precious, and enduring as a natural diamond.
To amplify this concept nationally, De Beers Group has integrated the program into its partnership with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year. Retailers can register to participate in the alliance atwww.indraonline.in.
After registering with INDRA, retailers will be able to:
- Access and customize the ‘Love, From Dad’ campaign collaterals with their branding as well as receive virtual training sessions on natural diamonds.
- Leverage INDRA’s WhatsApp channel for seamless customization and personalization

Mr. Amit Pratihari, MD, De Beers India, said, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”
At the heart of the Second Ear Piercing Ritual program lies a powerful coming-of-age moment: a daughter’s second ear piercing. Unlike her first, which is often a decision made for her, the second piercing is a ritual where she chooses to express herself on her own terms.
In this key rite of passage, a father sees his daughter shaping her own story. He knows that growing up as strong and independent isn’t just important for her; it’s everything. And there’s no prouder moment than watching her step into her own light.
De Beers Group aims to encourage dads to celebrate this new sense of independence through the heartfelt ‘Love, From Dad’ campaign. A natural diamond is an unbreakable, rare and timeless symbol of both a girl’s sense of self and of the unique father-daughter relationship.
Meanwhile, to support the Indian consumer’s connection to natural diamonds and the Second Ear Piercing Ritual campaign, De Beers Group has also created a dedicated website for India, www.adiamondisforever.in – a one-stop resource offering:
- Information on natural diamonds—their authenticity, rarity, and timeless value
- A curated catalogue of diamond stud earrings for second piercings
- A store locator to help consumers find their nearest participating retailers
The ‘Love, From Dad’ campaign is launched as a 360-degree multi-lingual initiative to create maximum impact whilst ensuring deep consumer engagement across television, print, OOH, radio, influencer marketing and social media. The campaign has rolled out today and will continue through the upcoming festive season—a time for meaningful gifting and family celebrations.
By combining powerful storytelling with an omnichannel approach and strategic partnerships, De Beers is shaping the future of natural diamond retail and showcasing the insight that some love is so natural, only a natural diamond will do.
Conceptualised and executed by 82.5 Communications, the ‘Love, From Dad’ campaign invites the audience to witness the precious moments between dads and their daughters. It’s a campaign that De Beers hopes will inspire dads and their daughters to come closer and understand how much they mean to each other.
Ms. Sangeetha Sampath and Mr. Ravikumar Cherussola, Executive Creative Directors – South, 82.5 Communications, said, “Relationships and diamonds have always been a rich space to explore. Our task was to identify a fresh take in this space. The world sees teenagers in a stereotypical way. But the dad sees his young teenager as an adult-in-training. Her overflow of emotions is a part of growing up, while she is figuring who she is and isn’t, like when she wants a second ear piercing. This campaign is a faithful portrayal of this dad-teenage daughter relationship.”
The campaign rolls out across TV, print ads, radio, digital, social media, OOH, and other experiential touchpoints, ensuring that the bond and camaraderie between dads and their daughters resonate with everyone in a heartfelt manner.
DiamondBuzz
888.88-Carat Infinity Diamond Unveiled At Dubai Diamond Conference 2026
An Extraordinary Fancy Black Natural Diamond, Fashioned From A 1,138-Carat Rough Stone Discovered In The Democratic Republic Of The Congo, Highlights The Enduring Importance Of Rarity, Provenance and Craftsmanship In The Natural Diamond Industry.
The Dubai Diamond Conference 2026 featured the unveiling of the Infinity diamond, an exceptional 888.88-carat fancy black natural diamond presented by Diamond Trading NV. The remarkable stone brought together a compelling history spanning five decades, exceptional natural characteristics and an intricate transformation from a 1,138-carat rough diamond into a finished gemstone of extraordinary scale.
Originating from the Democratic Republic of the Congo (DRC), the diamond’s story dates back to 1975, when Andrew Coxon acquired the rough stone on behalf of De Beers. Its journey from acquisition to finished diamond reflects the combination of geological rarity, specialist assessment and the technical expertise required to work with an exceptional natural stone.
From a 1,138-Carat Rough to an Extraordinary Finished Diamond
The Infinity diamond’s origins distinguish it from conventional diamond discoveries and commercial cutting projects. Weighing 1,138 carats in its rough form, the stone represented a significant natural specimen even before the transformation that would ultimately give it its present identity.
In 2013, the rough diamond was examined by the Gemological Institute of America (GIA). At that time, the institute documented it as the largest single-crystal natural diamond it had examined and reported on. The assessment added an important gemological dimension to the stone’s history, establishing a documented reference point for its exceptional size and natural origin.
The diamond subsequently underwent an extensive transformation between 2022 and 2024, culminating in the finished 888.88-carat Infinity diamond. Converting a rough diamond of this magnitude into a finished gemstone requires careful evaluation of its natural structure, the distribution of material within the stone and the desired final form. Every decision must balance the preservation of the diamond’s distinctive characteristics with the technical requirements of shaping and finishing it.
The difference between its original weight of 1,138 carats and its finished weight of 888.88 carats reflects the material removed during the transformation process. However, the significance of such a project extends beyond weight retention: the objective is to reveal and preserve the qualities that make an exceptional natural diamond distinctive.
The Significance of Its Fancy Black Colour
The Infinity diamond’s designation as a fancy black natural diamond adds another dimension to its appeal. Unlike the colourless diamonds that traditionally dominate discussions of high-value diamond grading, fancy black diamonds occupy a distinctive position within the broader natural diamond market.
Their appearance, visual character and rarity offer a different aesthetic from the brilliance and transparency commonly associated with colourless diamonds. Black diamonds can appeal to collectors, designers and luxury consumers seeking stones that make a strong visual statement while offering an alternative to conventional diamond jewellery.
For an exceptionally large natural diamond, colour and character become integral to its identity. The Infinity diamond’s scale, black appearance and documented history combine to distinguish it from more familiar categories of high-value diamonds.
Its presentation also illustrates the breadth of the natural diamond category, which encompasses stones with widely differing colours, structures, sizes and visual properties. Such diversity can create opportunities for specialist collectors and luxury brands to explore new interpretations of exclusivity and design.
Provenance: A Defining Element of Natural Diamond Value
The Infinity diamond’s history demonstrates why provenance has become an important consideration in the natural diamond business. Its documented journey—from the Democratic Republic of the Congo and its acquisition in 1975 to its examination by GIA in 2013 and transformation between 2022 and 2024—provides a historical narrative that extends well beyond the finished gemstone.
In the premium diamond market, provenance can contribute to a stone’s identity by connecting its geological origin with its ownership, assessment and subsequent development. For exceptional stones, this historical record can distinguish an individual diamond from others with similar physical characteristics.
Craftsmanship Behind the Transformation
Transforming a rough diamond weighing more than 1,100 carats into a finished stone weighing 888.88 carats is an undertaking that calls for specialised technical knowledge and careful planning.
Large natural diamonds present challenges that differ considerably from those encountered in the cutting of more conventional stones. Their internal structure, natural features and overall form influence the decisions involved in processing them. The scale of the material increases the importance of understanding how each stage of the transformation may affect the finished diamond.
The Infinity diamond’s development over the 2022–2024 period highlights the time and expertise that can be involved in bringing an exceptional rough stone to its finished form. Its presentation at the Dubai Diamond Conference offered an opportunity to appreciate the result of that process and the relationship between a diamond’s natural formation and the human skill involved in shaping it.
For the wider diamond industry, such projects also reinforce the importance of specialist expertise in handling rare stones. While technology continues to influence diamond evaluation, planning and manufacturing, the transformation of exceptional natural diamonds remains a highly specialised discipline.
Dubai’s Role in the Global Diamond Industry
The unveiling at the Dubai Diamond Conference 2026 placed the Infinity diamond before an international audience in one of the world’s important diamond trading centres.
Dubai has developed a prominent role in the global diamond trade, connecting producers, manufacturers, dealers, retailers and other market participants across established and emerging trading corridors. Its position as an international commercial hub provides a setting in which exceptional stones can be presented to industry stakeholders and discussed in the context of wider market developments.
The display of a diamond of this scale also offers an opportunity to highlight the diversity of the natural diamond business. Alongside the large volumes of rough and polished diamonds that move through global trading centres, exceptional individual stones attract attention because of their rarity, distinctive characteristics and historical significance.
For Dubai, presentations of this nature contribute to the city’s profile as a venue for industry engagement, commercial networking and the showcasing of significant diamonds. They also provide a platform for conversations about the role of natural diamonds in the luxury economy and the factors that shape their long-term appeal.
Reinforcing the Appeal of Natural Diamonds
The Infinity diamond’s unveiling comes against a backdrop in which the diamond industry continues to address changing consumer preferences, evolving product categories and the need to communicate the distinctive attributes of natural diamonds.
Its story offers a different perspective on the value proposition of natural stones. Rather than focusing exclusively on size, price or conventional grading characteristics, the diamond brings together several elements: an exceptional rough weight, a documented historical record, a distinctive fancy black appearance and a transformation extending across several years.
These attributes underline how individual natural diamonds can develop identities of their own. For collectors and luxury consumers, the appeal of a rare stone may lie not only in its physical properties but also in its geological origins, documented history and the craftsmanship involved in its transformation.
At the same time, an individual unveiling should not be interpreted as evidence of broader market-price movements or changing consumer demand. The Infinity diamond is a singular example of an exceptional natural stone, and its significance is best understood through its specific characteristics and history.
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