De Beers Celebrates Friendship Day with ‘Love, from Bestie’ Campaign
De Beers India is celebrating Friendship Day with the return of its ‘Love, from Bestie’ campaign, inviting best friends to honour their lifelong bonds through a unique natural diamond experience across nine cities in India.
Taking place from 1 to 2 August, the campaign will be hosted at 60 retail partner stores, including Forevermark Diamond Jewellery outlets, across Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur.
At the heart of the initiative is the Bestie Bracelet Collection, featuring four natural diamond bracelet designs created to be worn in pairs. The collection includes a distinctive “BFF” bracelet that uses baguette and round diamonds to spell the sentiment in Morse code, alongside interlocking and split-circle designs symbolising lasting friendship and connection.
Visitors participating in the campaign will enjoy a complimentary three-part in-store experience. The journey begins with Bond Together, featuring an express nail art session, followed by Create Together, where friends design personalised bag charms for one another. The experience concludes with Capture Forever, offering a themed photo opportunity and a symbolic Bestie Contract that celebrates their enduring friendship.
Commenting on the campaign, 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 two, 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.”
The campaign aims to create a meaningful annual tradition celebrating friendship while showcasing natural diamonds as enduring symbols of authentic relationships.
