De Beers Group has introduced a fresh initiative in India aimed at promoting natural diamonds to a younger audience. The ‘Second Ear Piercing Ritual’ campaign seeks to blend tradition with modern self-expression by introducing second ear piercings as a new gifting occasion, especially for young women.
At the heart of this campaign is the ‘Love, From Dad’ collection, which celebrates the special bond between fathers and daughters. This collection positions natural diamonds as a meaningful gift to mark a daughter’s second ear piercing, symbolizing her growing independence. According to De Beers, this initiative not only highlights the emotional significance of natural diamonds but also appeals to a new generation of consumers.
Amit Pratihari, Managing Director of De Beers India, shared his enthusiasm, stating, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals.” He emphasized that the initiative not only strengthens consumer connections to natural diamonds but also provides retailers with an opportunity to enhance their offerings, especially during the festive season.
To maximize its impact, De Beers has partnered with the Gem and Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA). This collaboration enables registered retailers to access customizable campaign materials, participate in virtual training, and engage with customers through a dedicated WhatsApp channel for personalized experiences.
Additionally, De Beers has launched a dedicated Indian website to further promote natural diamonds. The site features valuable information about natural diamonds, a curated catalog of earrings, and a store locator to help consumers find their nearest retailers. The ‘Love, From Dad’ campaign will be rolled out across multiple media platforms in various languages, aimed at deepening the emotional connection to natural diamonds and expanding their appeal among Indian consumers.
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