De Beers launches Desert diamonds collection in Shanghai
De Beers Group hosted over 200 industry executives at West Bund Orbit in Shanghai to launch its new Desert diamonds luxury collection for Asian markets
Shanghai, China witnessed the launch of De Beers Group's Desert diamonds collection at the West Bund Orbit on August 3, 2026. The immersive experience showcased the authenticity, individuality, and inner radiance of Desert diamonds. The event gathered distinguished guests such as government officials, retailers, industry partners, media and cultural influencers, artists, and designers.
A sacred gong-striking ceremony marked the opening of a new era for Desert diamonds, officiated by Lynn Serfaty, General Manager, Natural Diamonds, De Beers Group, and Annie Wong, Chief Operating Officer of Chow Tai Fook Jewellery Group. The launch highlighted the cultural resonance of Desert diamonds in China, with the natural diamonds' origins deeply rooted in ancient civilization.
Four "Real People" who embody authenticity shared their personal journeys to reveal the essence of Desert diamonds. The evening concluded with a sensory party featuring interactive zones, allowing guests to experience the beauty of Desert diamonds through sensory engagement.
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