De Beers Group is spotlighting the power of intention, focus, and self-belief through its association with the Mumbai Indians Women team in the Women’s T20 League. The collaboration underscores how natural diamonds can symbolise inner strength and purpose, extending beyond sport into everyday life.
At the heart of the initiative is the Natural Diamond Intention Pendant. Designed to be worn close to the heart, the pendant serves as a personal reminder to stay grounded, align intent with action, and focus on one’s goals. For the Mumbai Indians Women, it represents more than adornment. It reflects resilience, clarity, and the mental focus required to perform at the highest level, both on and off the field.
Speaking about the collaboration, Toranj Mehta, Vice President Marketing, De Beers India, said that natural diamonds have long represented strength and brilliance. He added that this partnership highlights their deeper meaning as anchors of intention, encouraging individuals to visualise their best selves and stay focused on what truly matters, whether in sport or personal pursuits.
Formed over billions of years under immense pressure, natural diamonds symbolise transformation, endurance, and precision. These qualities mirror the discipline of elite athletes and the determination required to achieve personal ambitions. Through this association, De Beers positions natural diamonds not only as symbols of beauty, but as companions in intentional living that inspire confidence, clarity, and excellence.
The message resonates beyond sport. Whether in athletics, professional life, or creative journeys, clarity of intention plays a defining role. With this collaboration, De Beers presents a contemporary narrative around natural diamonds, connecting them to focus, belief, and becoming the best version of oneself.
The Natural Diamond Intention Pendants are now available at natural diamond jewellery stores across India. More details about the campaign and store locations can be found at A Diamond is Forever.
