De Beers Group Debuts Desert Diamonds Campaign in Shanghai
De Beers Group has launched its Desert diamonds campaign in Asia with an immersive event at West Bund Orbit in Shanghai, introducing a new narrative around natural diamonds that celebrates authenticity, individuality and inner radiance. The launch attracted more than 200 guests, including government representatives, retail partners, jewellery industry leaders, media, designers, artists and cultural influencers.
Hosted at the architecturally distinctive West Bund Orbit, designed by British architect Thomas Heatherwick, the event reflected the campaign’s themes of individuality and natural beauty through its flowing design. The evening featured a ceremonial gong-striking to mark the official launch of Desert diamonds in Asia. The ceremony was led by Lynn Serfaty, General Manager, Natural Diamonds, De Beers Group, alongside representatives from Chow Tai Fook Jewellery Group, Chow Sang Sang Jewellery Group, Tse Sui Luen Jewellery Group, and senior executives from De Beers Group.
The launch also welcomed diplomatic and industry leaders, including representatives from the UK Government, China-Britain Business Council, South African Consulate-General in Shanghai, Namibia to China, Shanghai Diamond Exchange Center, Natural Diamond Council Greater China, NGTC and De Beers Group, highlighting the event’s international significance.
Speaking at the launch, Lynn Serfaty, General Manager, Natural Diamonds, De Beers Group, said:
“Desert diamonds captures the untamed beauty and power of the desert. In China, natural diamonds are not imports—their origins are deeply rooted in ancient civilisation. The desert itself resonates with the Chinese cultural appreciation for transcendence, resilience, and the harmony between heaven and humanity.”
She added:
“Today’s consumers seek individual expression, true self, and self-reward. Each Desert diamond is a response to this desire. Every Desert diamond presents a uniquely warm, natural colour and carries the imprint of billions of years. It is this cultural resonance that is driving the growing interest and appreciation of Desert diamonds in the Chinese market, representing the values most precious in our time: authenticity, individuality, and inner radiance.”
Moving beyond a conventional jewellery launch, De Beers Group showcased the campaign through performances by four “Real People” whose personal stories reflected the values behind Desert diamonds. The programme featured a gong sound healing performance by Lear Tsui, a traditional Peking opera performance by Guo Yu’ang, an appearance by Shi Wei, China’s first F1 Academy female driver, and a stand-up performance by comedian Liu Yang, who also unveiled the Desert diamonds jewellery collection.
Throughout the venue, visitors explored a curated jewellery exhibition featuring Desert diamonds creations by Chow Tai Fook, Chow Sang Sang, Tse Sui Luen, alongside De Beers Group’s signature three-stone collection and loose Desert diamonds. The exhibition also featured immersive bamboo weaving installations by artist Xu Mingyu, blending traditional craftsmanship with contemporary jewellery presentation while reinforcing De Beers Group’s Building Forever sustainability commitment.
Guests further experienced the campaign through interactive installations, including sand art workshops, gong sound healing sessions and fragrance experiences inspired by desert landscapes. These sensory activities reflected the campaign’s central themes of authenticity, individuality and inner radiance.
To complement the exhibition, De Beers Group hosted panel discussions exploring the evolving significance of natural diamonds, alongside Natural Diamond Masterclasses that educated attendees about the rarity, uniqueness and enduring value of natural diamonds, while explaining how they differ from laboratory-grown diamonds. Enamel painting workshops also celebrated the fusion of traditional craftsmanship with contemporary design.
With the introduction of Desert diamonds, De Beers Group aims to celebrate the natural origins, rarity and cultural significance of natural diamonds while appealing to consumers seeking meaningful, individual expressions of personal style. The campaign reinterprets the iconic “A Diamond is Forever” message for a new generation, positioning natural diamonds as symbols of authenticity, individuality and timeless beauty.
