CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal Reinvigorated
Sponsored by A Diamond Is Forever
Desert diamonds have already proven to be a high-impact, category-wide idea that drives awareness, consumer engagement, and retail energy. The campaign serves as a cultural and commercial touchpoint, shaping how the industry speaks to modern love and today’s bridal shopper.
Rolling out nationwide through digital media, press, social platforms, curated events, and influencer/celebrity dressing, Desert diamonds Bridal is positioned to inspire consumers to choose a natural diamond engagement ring. The campaign offers retailers a powerful and emotionally resonant story that welcomes every “gift of love” shopper into the world of natural diamonds.
The advertising showcases three core piece types – solitaire, three-stone, and eternity band rings – all in the paler end of the natural color spectrum, from sunlit whites to light cognacs. This palette highlights the elemental beauty of natural diamonds and their deep connection to the earth. The campaign invites wearers to express something uniquely their own through warm nuanced shades.
Available nationwide
A wide array of Desert diamond jewelry – including engagement rings, eternity bands, and classic bridal essentials such as solitaire and pendant diamond necklaces and earrings – is available at retailers nationwide. Because retailers can participate with any bridal goods in the Desert diamond palette, their individual assortments will be diverse and extend well beyond the pieces highlighted in the campaign – allowing retailers to meet a range of bridal shoppers and style preferences in their customer bases.
Complementary campaign assets and news updates are available at adiamondisforevermarketing.com, as well as the option to be listed as a Desert diamond retailer on A Diamond Is Forever website.
De Beers Group recently launched a on-the-go natural diamond education app that is easy to listen, absorb and memorize key training tips. Short and long-form videos, games and interactive tools are available to retailers and their team easier than ever.
Follow and tag @adiamondisforever to stay connected, share natural diamond content, and have your own Desert diamond content re-tagged.
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