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Some Friendships Are As Rare As Natural Diamonds: De Beers Celebrates Friendship Day With ‘Love, From Bestie’ Campaign

Natural Diamond Bracelets Celebrate Friendship With Immersive In-Store Experiences Across 60 Stores In Nine Indian Cities.

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Celebrating these lifelong bonds this Friendship Day, De Beers India invites best friends across nine cities to celebrate their shared journey through ‘Love, from Bestie’, a natural diamond ritual created especially for friendship. From 1st to 2nd August, best friend duos can head to 60 retail partner stores, including Forevermark Diamond Jewellery stores, across Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur, to discover the collection and take part in a specially curated in-store experience.

At the heart of this initiative is the Bestie Bracelet Collection, featuring four natural diamond designs specifically created to be worn in pairs. These innovative pieces serve as wearable symbols of shared history, including a signature “BFF” design that uses baguette and round diamonds to spell the sentiment in Morse code, as well as interlocking and split-circle motifs that form a complete whole only when brought together. The collection reflects the core philosophy that certain friendships are so inherently natural that only a rare, authentic diamond can truly encapsulate their meaning.

Complimentary for every bestie duo who walks in, the experience unfolds across three simple, joyful stops. It begins with Bond Together, where best friends can pause and unwind with an express nail-art moment. From there, duos move into Create Together, getting hands-on as they build a bag charm for each other, something small and personal to carry the moment forward. The experience closes with Capture Forever, a playful photo op complete with props, followed by the signing of a Bestie Contract that makes their forever-bestie status official. Every pair leaves with a tangible memory of their enduring connection.

Toranj Mehta, Country Head, Category Marketing, De Beers India, said:

“The truest friendships cannot be manufactured, they simply unfold naturally. Love from Bestie struck a chord because it gave women a meaningful way to celebrate a relationship that rarely gets its own dedicated occasion their lifelong friendships. In year 2, De Beers is evolving this sentiment into a proper ritual that consumers can look forward to every Friendship Day. From the intricate designs of the bracelets to the curated experiences we are building at retail, every element is designed to help women mark a bond that is as enduring and real as a natural diamond.”

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IGM’s RamMudra : Kuberdev Ka Sona Lights Up The Festive Gold Market

RamMudra Fulfils Diwali Pujan By Invoking The Blessings Of Goddess Lakshmi As Well As Lord Kuber. Lakshmiji Hain Dhan Ki Devi Aur Kuberji Hain Dhan Ke Devta. Isliye Kuberji Ke Bina Dhanteras Aur Diwali Ka Lakshmi Pujan Adhoora Hai. Lakshmiji Samriddhi Laati Hain Aur Kuberji Usse Sambhalte Hain Aur Badhate Hain.

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This festive season brings a unique way to reconnect ancient traditions of the land with modern innovations. This has been made possible by IGM (India Gold Metaverse), which has rolled out RamMudra – Kuberdev ka Sona. 

Restoring a theological equilibrium of sorts with the debut of RamMudra – the ‘Divine Blessed Gold’ coins – IGM has reengineered the domestic bullion ecosystem anchored in its twin philosophies of ‘Gold is Technology’ and ‘Gold is Emotions’. 

For generations, Indian households have focused their bullion purchases almost exclusively on Goddess Lakshmi. According to scriptural tradition, any Dhanteras or Diwali worship remains incomplete without invoking the blessings of Lord Kuber. While the Goddess of Wealth bestows prosperity upon a home, it is Lord Kuber—the divine treasurer—who actually safeguards and multiplies that fortune. 

Enter RamMudra, the Devya Sona.

Birth of ‘Divine Blessed Gold’

The concept draws directly from the sacred lore of Tirupati. When Lord Balaji sought the hand of Goddess Padmavati, her father, King Akasha Raja, stipulated one extraordinary condition: Their nuptials had to be the grandest celebration ever witnessed in the past, present, or future (na bhuto na bhavishyati). 

To finance a celestial wedding of such unprecedented scale, Lord Balaji borrowed 14 lakh RamMudra gold coins from Lord Kuber—a princely sum valued at roughly Rs 21,000 crore in today’s market. Devotees believe Lord Balaji is still repaying this cosmic debt through the temple offerings made by pilgrims right up until the end of Kaliyuga. 

In return, Goddess Lakshmi showers grace upon contributors based purely on their bhaavna (sincerity and devotion) rather than the size of their donation. Honouring this sacred custom, IGM has pledged a share of its projected profits to the Tirupati Balaji trust in advance, effectively turning every minted piece into ‘Blessed Gold’. 

‘Bharat Ka Sona, Bharat Ke Liye’

Minted in 999.9 fine purity, the limited-edition physical coins are available across seven weight denominations: 1g, 2g, 5g, 10g, 20g, 50g, and 100g. Buyers can select from five distinct obverse engravings featuring Lord Kuber, the triad of Padmavati–Balaji–Lakshmi, Goddess Lakshmi, Saraswati–Lakshmi–Ganesh, or Lord Dhanvantari. 

Crucially, the entire line operates under the banner of ‘Bharat Ka Sona, Bharat Ke Liye’. Enforcing a strict zero-import mandate that supports the Prime Minister’s Atmanirbhar Bharat vision, IGM crafts every coin exclusively from 100 per cent recycled domestic bullion certified to ‘India Good Delivery’ standards. 

Temple to tech: Digital gold backed by 1:1 reserves

The technological architecture behind the scenes is equally rigorous. Available alongside physical coins is RamMudra digital gold—one of the world’s few Gold-Backed Digital Tokens built on blockchain with real-time Proof of Reserves. Each digital unit is backed 1:1 by physical bullion reserves. Sequel Logistics is the custodian while Vistra Global Solutions is the administrator. 

Uniquely, the custodian, administrator, and everyday buyer each have access to their own verification node on the blockchain, allowing investors to independently verify their gold holdings at any moment. 

Anyone can immediately start a RamMudra digital gold portfolio with as little as ₹10 or acquire heirloom RamMudra physical gold coins via authorised partner jewellers, the IGM Mumbai office, the RamMudra mobile app, or online from www.rammudra.com. Whatever the route, RamMudra ensures savers no longer have to choose between ancient faith and ledger-grade transparency.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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