De Beers Group launches campaign film for Desert diamond collection
Diamond mining company De Beers Group released a promotional campaign film titled Desert diamonds incorporating Tang Dynasty cultural themes to market its natural diamond product line
On September 29, 2026, De Beers Group unveiled a campaign film for its Desert diamond collection in China. The film, timed with the Jewellery & Gem WORLD Hong Kong (JGW) and the Golden Week, blends classical Chinese poetry with contemporary aesthetics to reinterpret the timeless message of "A Diamond Is Forever" for a new generation.
The Desert diamonds represent a modern expression of natural diamonds, emphasizing their rarity, brilliance, and individuality. The campaign aims to appeal to a younger audience seeking to resist conventional definitions and embrace their authentic selves. The film's visuals draw inspiration from the Tang Dynasty poet Wang Wei's lines about a single smoke rising in the desert and a setting sun, distilling the essence of authenticity, individuality, and inner radiance.
Filmed with a minimalist visual language and understated narrative, the film highlights the four models of Desert diamonds in their most authentic form. Lü Mo, Director, noted that the film resonates with the younger generation's desire to maintain individuality and resist external expectations. De Beers Group's research shows that 95% of Chinese respondents would like to own a Desert diamond, 94% view them as distinctive, and 96% see them as an innovative departure from tradition.
The campaign will be showcased in 25 key cities, including Beijing, Shanghai, and Guangzhou, through digital television, social media platforms, and an integrated online and offline approach. De Beers Group maintains its partnership with Chow Tai Fook, Chow Sang Sang, and TSL | Tse Sui Luen, bringing the Desert diamonds to the jewellery floor for a closer look at their natural beauty and distinctive character.
The film extends the legacy of A Diamond Is Forever, offering a contemporary interpretation of the idea that natural diamonds embody lasting, rare, and timeless qualities.
Written by urgent.news from Vietnam Investment Review's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
