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.
The global diamond industry is entering a phase where credibility will matter as much as competence.
For decades, the industry’s strength rested on rarity, emotion and aspiration. Today, it must also stand firmly on transparency, compliance and trust. Consumers are asking more questions about provenance, ethical sourcing and accountability than ever before. Governments are strengthening oversight. Markets are becoming more interconnected and more demanding simultaneously.
In such an environment, the Kimberley Process remains one of the most important pillars supporting confidence in natural diamonds.
The KP was created at a time when the industry faced serious reputational challenges linked to conflict diamonds. Through cooperation between governments, industry and civil society, it established a global certification framework that helped prevent the flow of conflict diamonds into legitimate trade channels. More importantly, it restored confidence in the integrity of the diamond pipeline at a critical moment for the industry.
India has always held a unique position within that framework.
As the world’s largest cutting and polishing centre, India processes more than 90% of the world’s natural diamonds. Millions of livelihoods across manufacturing, trading, jewellery production and exports are connected directly or indirectly to this industry. India is therefore not merely a participant in the global diamond pipeline; it is central to its continuity and stability.
India’s role within the Kimberley Process has also evolved over time. From participating actively in early discussions to chairing the KP in 2008 and 2019, India has consistently advocated for balanced, practical and inclusive solutions that protect both the integrity of the system and the interests of producing and manufacturing nations alike.
As the apex body representing India’s gem and jewellery industry, the Gem & Jewellery Export Promotion Council (GJEPC) has played an active role in supporting India’s engagement with the Kimberley Process through policy coordination, industry representation and sustained dialogue with global stakeholders.
As India hosts the 2026 Kimberley Process Intersessional Meeting in Mumbai, the discussions are naturally expanding beyond the original concerns that shaped the KP’s formation.
The industry must now respond to broader expectations around responsible sourcing frameworks and consumer assurance. At the same time, the industry must ensure that compliance systems remain practical and globally inclusive. The strength of the Kimberley Process lies in the fact that it brings together countries and stakeholders with vastly different economic realities and operational structures. Any future evolution of the system must preserve that balance.
India’s perspective on this issue is shaped by experience.
Our industry has built its leadership not merely through scale, but through resilience, adaptability and entrepreneurship. Indian manufacturers transformed categories of diamonds once considered commercially unviable into a globally competitive industry. Over the decades, India also invested heavily in technology, skill development and infrastructure, enabling the country to remain globally relevant even as market conditions evolved.
Today, that same spirit of adaptation is required again.
The natural diamond industry must continue reinforcing its value proposition in a world where consumer choices are expanding rapidly. Confidence in natural diamonds cannot depend solely on legacy or sentiment. It must be strengthened through transparency, responsible business practices and credible compliance mechanisms.
This is why the theme of Confidence, Compliance and Credibility is particularly relevant for the KP in 2026.
Confidence sustains consumer demand. Compliance protects the integrity of the trade. Credibility ensures long-term trust in the system itself.
These three elements are interconnected and mutually reinforcing.
India also recognises that the future of the diamond industry will depend increasingly on collaboration across the entire pipeline. Producing countries, manufacturers, traders, retailers and industry bodies must work together to strengthen systems that reassure consumers while also supporting economic opportunity and sustainable livelihoods.
The diamond industry has always demonstrated an extraordinary ability to adapt to change. From shifts in mining supply and manufacturing technologies to evolving retail formats and consumer expectations, it has repeatedly reinvented itself while preserving the emotional and cultural significance of natural diamonds.
The Kimberley Process represents one of the industry’s most important collective achievements. Its continued relevance will depend not only on regulation, but also on the willingness of all stakeholders to evolve responsibly together.
India remains committed to contributing constructively to that process and to helping shape a future where trust in natural diamonds remains strong, enduring and globally respected.
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