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
Exceptional Platinum Jewelry Designs Win AGTA Spectrum Awards Competition
More than 60 platinum jewellery entries competed for top honours, recognising exceptional craftsmanship, innovative designs and the versatility of platinum across coloured gemstones and pearl jewellery.
Platinum Guild International (PGI), in partnership with the American Gem Trade Association (AGTA), is pleased to announce the Platinum Honors winners of the 2026 AGTA Spectrum Awards.
More than 60 platinum jewelry entries were submitted to the Platinum Honors category, which recognizes outstanding uses of platinum in colored gemstone and natural or cultured pearl jewelry across multiple categories, from Evening Wear to Engagement Rings. PGI also traditionally presents an award for Best Use of Platinum and Color.
The AGTA Spectrum Awards competition was held at the Omni Frisco Hotel at the Star in Dallas, where Jenny Luker, President, PGI USA, judged the Platinum Honors category.
“The AGTA Spectrum Awards bring together an extraordinary range of platinum jewelry, and the level of design innovation, technical execution, and artistry is exceptional,” said Luker. “It’s exciting to see so many talented designers exploring the material in different ways, creating intricate, distinctive pieces that showcase the versatility of platinum.”
AGTA CEO John W. Ford Sr. thanked PGI for its sponsorship of the Spectrum Awards and extended his congratulations to the Platinum Honors winners. “Receiving a Platinum Honors distinction from PGI is one of the industry’s highest achievements,” he said. “We were happy to see Platinum so well represented among the AGTA Spectrum entries, which increased by 21% this year.”
Platinum’s potential for design innovation and technical accomplishment was exemplified by several of this year’s AGTA Spectrum Award winners.
The Best of Show award and 1st Place in Classical Wear was awarded to “Can’t Look Away,” a necklace by Lezlie Slavens of Luxe Fine Jewelry and collaborators. The design features a carved Paraiba tourmaline backed in platinum, suspended from a diamond-accented platinum chain and illuminated by a magnet-activated LED light source.
The Art Deco-inspired “Horus Egyptian Revival” bracelet by Joseph Dardashti, in Platinum with Rubies, Sapphires, Emeralds, Diamonds, and Onyx, won 1st Place in the Spectrum Awards’ Evening Wear category and also received a Platinum Honors distinction in the same category.
Jeffrey Bilgore’s Mahenge Spinel and Diamond “Neuvelle Moi et Toi Forever” Platinum ring received the Stuller Color of the Year Award, a new category honoring exceptional interpretations of Stuller’s “Signature Red”, and won 2nd Place in the Spectrum Awards’ Classical category.
The honour of 1st Place in the Bridal category went to Niveet Nagpal of Omi Gems, Inc. for his Platinum ring featuring a 5.32 ct. Paraiba Tourmaline, accented by Tourmaline (1.05 ctw.) and Diamonds (0.69 ctw.).
New entrant Shelby Lichtenstein was awarded 1st Place in Engagement Rings with her Platinum “Something New, Something Blue” ring, featuring a 4.50 ct. blue emerald-cut Zircon accented by Diamonds (0.26 ctw.).
“Because of platinum’s durability, strength, and tensile properties, designers can achieve things that might not be possible with other metals,” said Luker. “Whether it’s intricate micro pavé work or delicate prongs, platinum allows for exceptional precision while ensuring that gemstones remain secure.”
Across all categories of the Spectrum Awards competition, noteworthy platinum jewelry trends included bezel settings in engagement rings, designs that paired platinum with moonstones for a dreamy, elegant white-on-white effect, and brooches for both men and women that incorporated multiple gemstone types in an array of cuts and sizes.
“The level of design this year was incredible,” said Luker. “I was particularly impressed by the innovation and execution. Platinum plays such a wonderful supporting role to gemstones, and that relationship has endured—and will endure—forever.”
AGTA Spectrum – Platinum Guild International (PGI) Platinum Honors
Best Use of Platinum & Color
Roland Krainz, Krainz Creations – Platinum “Ambrosia” necklace featuring Opals accented by Diamonds, Emeralds, Sapphires, and tsavorite Garnets (140.80 ctw.).
Best Use of Platinum Crown
Ricardo Basta, E. Eichberg, Inc. – Platinum “Everest” ring featuring a 9.70 ct. cushion-cut Tanzanite accented by Diamonds (1.67 ctw.).
Bridal Wear
Jeffrey Bilgore, Jeffrey Bilgore, LLC – Platinum “JuneStones for June Brides” necklace featuring a 27.02 ct. blue-sheen oval Moonstone accented by a 7.95 ct. natural conch Pearl, Alexandrites (3.23 ctw.), and Diamonds (10.36 ctw.).
Business/Day Wear
Gabriel Angulo, Pompos Jewelry Corporation – Platinum stretchable ring with titanium springs featuring a 5.42 ct. natural oval cabochon black Opal accented by Diamonds (5.15 ctw.) and Sapphires (3.28 ctw.).
Classical
Eve Streicker, Original Eve Designs, in collaboration with Rohan Agrawal – Platinum “Zellige” brooch featuring marquise-shaped Aquamarines (8.40 ctw.) accented by Diamonds (0.28 ctw.).
Engagement Rings
Underwood Design Team, Underwood’s Fine Jewelers – Platinum ring featuring a 3.66 ct. cushion-shaped Sapphire accented by Diamonds (1.22 ctw.).
Evening Wear
Joseph Dardashti, Joseph Dardashti, Ltd. – Platinum and 18K yellow gold “Horus Egyptian Revival” bracelet featuring Rubies (5.90 ctw.), blue Sapphires (3.75 ctw.), and Emeralds (0.70 ctw.) accented by Diamonds (6.50 ctw.) and Onyx (0.75 ctw.).
Innovative Design
Cari Goldman, Pieces by Cari, LLC, in collaboration with Alexsey Yarnikh – Platinum “Love Spun” ring featuring marquise crystal Opals (2.24 ctw.) accented by Diamonds (1.0 ctw.).
Men’s Wear
Ricardo Basta, E. Eichberg, Inc. – Platinum “Siren’s Relic” ring featuring a 5.35 ct. emerald-cut Zoisite.
These highlights offer a glimpse of the exceptional work recognized in the 2026 AGTA Spectrum & Cutting Edge Awards. We invite you to explore the complete collection of winning entries at AGTA.org and discover the artistry behind each award.
Many of the winning pieces will be on display during AGTA GemFair Tucson, January 31–February 4, 2027, at the Tucson Convention Center. For AGTA members and the wider trade, it is an opportunity to appreciate the gems and craftsmanship up close, connect with the community behind them and find inspiration for what comes next.
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