De Beers Group has officially launched its Desert diamonds campaign in Asia with an immersive event at the West Bund Orbit in Shanghai, bringing together more than 200 guests from the jewellery industry, government, media and the creative arts.
Held at the landmark venue designed by British architect Thomas Heatherwick, the event introduced the campaign’s themes of authenticity, individuality and inner radiance through a series of cultural performances, interactive installations and jewellery presentations.
The launch featured a ceremonial gong-striking led by representatives from De Beers Group and leading jewellery retailers including Chow Tai Fook, Chow Sang Sang and Tse Sui Luen, marking the beginning of the campaign’s rollout across the region.
Guests also explored an exhibition of Desert diamonds jewellery alongside De Beers’ signature three-stone collection and loose natural diamonds. The display was complemented by large-scale bamboo weaving installations created by Chinese artist Xu Mingyu, combining traditional craftsmanship with contemporary jewellery design.
Glittering Night
Performances throughout the evening reflected the campaign’s focus on individuality, featuring Peking opera artist Guo Yu’ang, F1 Academy driver Shi Wei, stand-up comedian Liu Yang and sound healer Lear Tsui, each sharing personal stories that echoed the natural formation and uniqueness of diamonds.
Beyond the launch event, De Beers hosted a series of educational masterclasses and panel discussions exploring the rarity, value and origins of natural diamonds, while also helping consumers understand the differences between natural and laboratory-grown stones.
Interactive workshops, including enamel painting and scent experiences inspired by desert landscapes, further expanded the campaign’s immersive approach.
The Desert diamonds campaign represents De Beers’ latest effort to reposition natural diamonds for a new generation of consumers, highlighting their geological rarity, individuality and cultural significance. By combining storytelling, craftsmanship and contemporary experiences, the initiative seeks to reinforce the enduring relevance of natural diamonds as symbols of personal expression and lasting value in today’s luxury market.
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