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
DE BEERS GROUP Advances Building Forever Goals With Significant Progress On Livelihoods, Nature, Climate And Provenance
De Beers Group today published its 2025 Sustainability Report, highlighting significant progress across its Building Forever sustainability framework, with advances in livelihoods, nature conservation, climate action and diamond provenance.
Key achievements during 2025 include:
· Reducing Scope 1 and 2 carbon emissions by 14% since 2021, progressing towards De Beers Group’s science-based target to reduce its carbon footprint by one third by 2030.
· Supporting 2.6 jobs offsite for every one job created onsite, as the Group works towards its ambition to support four offsite jobs for every onsite role by 2030.
· Managing 375,000 acres of land for conservation across Southern Africa, alongside continued investment in nature-positive initiatives and biodiversity conservation.
· Supporting the designation of Angola’s first Ramsar Wetland, helping protect the source of 95% of the water flowing into the Okavango Delta through the Okavango Eternal partnership with National Geographic.
· Achieving the safest year in De Beers Group’s history, with a 19% reduction in Total Recordable Injury Frequency Rate compared with 2024 and zero work-related fatalities.
· Passing the milestone of five million rough diamonds individually scanned on Tracr, strengthening transparency and traceability across the natural diamond value chain.
· Training a further 500 women through EntreprenHER, delivered with UN Women and government partners, taking the total number of women trained through the programme to more than 3,900 since 2016.
· Committing to invest US$70 million to the Diamonds for Development Fund in Botswana, supporting the country’s ambition to accelerate long-term economic diversification.
These achievements are detailed in the Group’s 2025 Sustainability Report, published here today.
Al Cook, Chief Executive Officer of De Beers Group, said:
“At De Beers, we believe natural diamonds can do more than sparkle. Through the natural diamond value chain, they can support jobs, skills development, nature conservation and climate action in diamond-producing countries. During 2025, De Beers Group sharpened its focus on a set of ambitious sustainability targets where the business can make the greatest difference, aligned with partner country priorities, global standards and UN Sustainable Development Goals.

We are proud of the progress we are making to ensure every diamond we recover creates lasting impact for people, communities and the environment, but we also understand that this requires sharp focus, deliberate action and constant monitoring. As the pace of change around us increases, and as the risks and opportunities ahead of us become clearer, so must our commitment to progress grow.”
Sandrine Conseiller, CEO, De Beers Brands, added:

“We’re pleased to share our 2025 sustainability achievements, demonstrating that our ambitions can lead to real, impactful change. Consumers increasingly expect the brands they choose to consider their wider impact, not as something exceptional, but as a matter of course. This report is about showing what De Beers’ sustainability commitments mean in practice, sharing openly the actions we are taking and the impact we are having, so customers can choose natural diamonds with confidence, knowing the value they create reaches far beyond the diamond itself.”
Other achievements in the Group’s Building Forever focus areas include:
Nature

De Beers has managed nature reserves in Southern Africa for more than 130 years, and our sites have biodiversity management programmes to avoid, reduce or restore our impact on nature.
· Today, De Beers’ conservation efforts are helping to protect vast swathes of land and keystone species across Southern Africa. Overall, De Beers Group manages 375,000 acres of land for conservation, and continues to explore scalable, nature-positive models across its conservation properties.
· The Okavango Eternal partnership with National Geographic reached a major milestone with the designation of Angola’s first Ramsar Wetland, helping protect the source of 95% of the water flowing into the Okavango Delta, the world’s largest inland delta and one of the most biodiverse areas in Africa.
· With Debswana, a joint enterprise between the Government of the Republic of Botswana and De Beers Group, De Beers celebrated the birth of the 70th rhino calf born safely on its nature reserves in Botswana since its rhino conservation efforts began in 2012, while the Group also successfully translocated 31 rhinos to support wider rewilding efforts in the region.
Looking ahead, De Beers Group aims to secure three times more land for nature than we impact and fund partnerships that aim to safeguard a further 13 million acres by 2030, through its continued partnership and support with Debswana, National Geographic and local organisations delivering its nature conservation ambitions.
Climate

By aiming to reduce the climate impact of our operations and developing partnerships to accelerate the energy transition, De Beers is working towards a lower carbon future that benefits everyone.
· De Beers Group has reduced its Scope 1 and 2 carbon emssions by 14% since 2021, progressing towards the Group’s SBTi-approved targets to reduce its carbon footprint by a third by 2030.
· As part of its focus on reducing carbon emissions, De Beers Group is proud to support Envusa, which brings 520MW of renewable energy to southern Africa, from solar and wind. Envusa forms part of a broader portfolio of climate initiatives designed to reduce emissions across the natural diamond value chain in a transparent and responsible way.
· Other examples of this work include advancing trials to create ‘drop in’ biofuels, progressing pioneering tyre circularity initiatives with Anglo American and Sasol, and supporting Kelp Blue, an award-winning startup that grows Giant Kelp on a large-scale off the coast of Namibia, to help sequester carbon, support the re-wilding of oceans and create a range of jobs and products that support the local economy.
Priorities for the next phase of progress include accelerating the reduction in Scope 1, 2 and 3 emissions through further expanding renewable energy capacity, focusing on the electrification of mining equipment and enhancing supplier engagement to address Scope 3 emissions.
Livelihoods

Natural diamonds have an inherently human story to tell – through jobs they create, communities they build, and societies they support. For over a century, natural diamonds have acted as an engine for economic growth. Today, the diamond industry continues to play a role in supporting the economic diversification of the countries we operate in.
· The Stanford Seed programme, which focuses on providing leadership training, management coaching and networking tools to help SMEs in De Beers’ southern African diamond producing partner countries grow, has now supported 128 businesses since launch.
· The EntreprenHER programme, run in partnership with UN Women to support opportunities for female entrepreneurs in diamond producing partner countries, trained a further 500 women in 2025, taking the total number of women trained since 2016 to 3,900.
· Overall, for every job that we created onsite, De Beers supported 2.6 jobs offsite in 2025, continuing towards the Group’s commitment to support 4 jobs offsite for every 1 job onsite by 2030.
The recent establishment of the Diamonds for Development Fund in Botswana in partnership with the Government of the Republic of Botswana carries the ambition to support the country’s emerging knowledge-based economy and accelerate its long-term economic diversification. De Beers Group has committed to make an initial investment to the value of BWP1 billion (approximately USD70 million) to deliver a transformative positive impact in the country.
This priority is also reflected in De Beers’ ambition and ongoing support through programmes such as Stanford Seed, EntreprenHER and the Diamond Entrepreneurship Programme, an incubation initiative designed to help local small- and medium-sized enterprises (SMEs) scale in cutting, polishing, jewellery design, and trading.
Provenance

Every natural diamond goes on a unique journey, from deep in the earth to its polished form, touching countless lives along the way. De Beers Group continued to strengthen industry standards and diamond traceability during 2025.
· The Group marked the 20th year of its Best Practice Principles programme, a rigorous set of standards, compliance with which is third-party audited.
· The programme covers around a quarter of a million people across more than 70 countries – including all De Beers Group operations globally, as well as all Sightholder customers and their diamond-related contractors.
· The Group also ensured 100% of its precious metal suppliers met rigorous sourcing standards to supply gold, platinum, and silver to its De Beers London and Forevermark retail brands.
· With regards to traceability, Tracr passed the milestone of five million rough diamonds being individually registered on the blockchain-backed diamond traceability platform.
· Tracr also established a new partnership with Sarine to integrate rough diamond source registration with advanced scanning data, helping to create an end-to-end, cost-effective traceability solution to verify a diamond’s journey.
· The Tracr platform also provided the traceability backbone for the De Beers London capsule collection using GemFair diamonds developed in 2025, demonstrating that artisanally mined diamonds can be purchased ethically and transparently by luxury brands.
· These developments help provide greater confidence to consumers, retailers and industry partners in a diamond’s provenance and journey through the value chain.
The expansion of the Tracr platform’s reach represents the key area of future focus for the work on provenance. While the platform has continued to scale, with the onboarding of suppliers such as the Okavango Diamond Company, there remains the potential for the platform to expand to other production sources and bring on more midstream participants.
but as a matter of course. This report is about showing what De Beers’ sustainability commitments mean in practice, sharing openly the actions we are taking and the impact we are having, so customers can choose natural diamonds with confidence, knowing the value they create reaches far beyond the diamond itself.”
Other achievements in the Group’s Building Forever focus areas include:
Nature
De Beers has managed nature reserves in Southern Africa for more than 130 years, and our sites have biodiversity management programmes to avoid, reduce or restore our impact on nature.
- Today, De Beers’ conservation efforts are helping to protect vast swathes of land and keystone species across Southern Africa. Overall, De Beers Group manages 375,000 acres of land for conservation, and continues to explore scalable, nature-positive models across its conservation properties.
- The Okavango Eternal partnership with National Geographic reached a major milestone with the designation of Angola’s first Ramsar Wetland, helping protect the source of 95% of the water flowing into the Okavango Delta, the world’s largest inland delta and one of the most biodiverse areas in Africa.
- With Debswana, a joint enterprise between the Government of the Republic of Botswana and De Beers Group, De Beers celebrated the birth of the 70th rhino calf born safely on our nature reserves in Botswana since our rhino conservation efforts began in 2012, while the Group also successfully translocated 31 rhinos to support wider rewilding efforts in the region.
Looking ahead, De Beers Group aims to secure three times more land for nature than we impact and fund partnerships that aim to safeguard a further 13 million acres by 2030, through our continued partnership and support with Debswana, National Geographic and local organisations delivering our nature conservation ambitions.
Climate
By aiming to reduce the climate impact of our operations and developing partnerships to accelerate the energy transition, De Beers is working towards a lower carbon future that benefits everyone.
- De Beers Group has reduced its Scope 1 and 2 carbon emissions by 14% since 2021, progressing towards the Group’s SBTi-approved targets to reduce its carbon footprint by a third by 2030.
- As part of its focus on reducing carbon emissions, De Beers Group is proud to support Envusa, which brings 520MW of renewable energy to southern Africa, from solar and wind. Envusa forms part of a broader portfolio of climate initiatives designed to reduce emissions across the natural diamond value chain in a transparent and responsible way.
- Other examples of this work include advancing trials to create ‘drop in’ biofuels, progressing pioneering tyre circularity initiatives with Anglo American and Sasol, and supporting Kelp Blue, an award-winning startup that grows Giant Kelp on a large-scale off the coast of Namibia, to help sequester carbon, support the re-wilding of oceans and create a range of jobs and products that support the local economy.
Priorities for the next phase of progress include accelerating the reduction in Scope 1, 2 and 3 emissions through further expanding renewable energy capacity, focusing on the electrification of mining equipment and enhancing supplier engagement to address Scope 3 emissions.
Livelihoods
Natural diamonds have an inherently human story to tell – through jobs they create, communities they build, and societies they support. For over a century, natural diamonds have acted as an engine for economic growth. Today, the diamond industry continues to play a role in supporting the economic diversification of the countries we operate in.
- The Stanford Seed programme, which focuses on providing leadership training, management coaching and networking tools to help SMEs in De Beers’ southern African diamond producing partner countries grow, has now supported 128 businesses since launch.
- The EntreprenHER programme, run in partnership with UN Women to support opportunities for female entrepreneurs in diamond producing partner countries, trained a further 500 women in 2025, taking the total number of women trained since 2016 to 3,900.
- Overall, for every job that we created onsite, De Beers supported 2.6 jobs offsite in 2025, continuing towards the Group’s commitment to support 4 jobs offsite for every 1 job onsite by 2030.
The recent establishment of the Diamonds for Development Fund in Botswana in partnership with the Government of the Republic of Botswana carries the ambition to support the country’s emerging knowledge-based economy and accelerate its long-term economic diversification. De Beers Group has committed to make an initial investment to the value of BWP1 billion (approximately USD70 million) to deliver a transformative positive impact in the country.
This priority is also reflected in De Beers’ ambition and ongoing support through programmes such as Stanford Seed, EntreprenHER and the Diamond Entrepreneurship Programme, an incubation initiative designed to help local small- and medium-sized enterprises (SMEs) scale in cutting, polishing, jewellery design, and trading.
Provenance
Every natural diamond goes on a unique journey, from deep in the earth to its polished form, touching countless lives along the way. De Beers Group continued to strengthen industry standards and diamond traceability during 2025.
- The Group marked the 20th year of its Best Practice Principles programme, a rigorous set of standards, compliance with which is third-party audited.
- The programme covers around a quarter of a million people across more than 70 countries – including all De Beers Group operations globally, as well as all Sightholder customers and their diamond-related contractors.
- The Group also ensured 100% of its precious metal suppliers met rigorous sourcing standards to supply gold, platinum, and silver to its De Beers London and Forevermark retail brands.
- With regards to traceability, Tracr passed the milestone of five million rough diamonds being individually registered on the blockchain-backed diamond traceability platform
- Tracr also established a new partnership with Sarine to integrate rough diamond source registration with advanced scanning data, helping to create an end-to-end, cost-effective traceability solution to verify a diamond’s journey.
- The Tracr platform also provided the traceability backbone for the De Beers London capsule collection using GemFair diamonds developed in 2025, demonstrating that artisanally mined diamonds can be purchased ethically and transparently by luxury brands.
- These developments help provide greater confidence to consumers, retailers and industry partners in a diamond’s provenance and journey through the value chain.
The expansion of the Tracr platform’s reach represents the key area of future focus for the work on provenance. While the platform has continued to scale, with the onboarding of suppliers such as the Okavango Diamond Company, there remains the potential for the platform to expand to other production sources and bring on more midstream participants.
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