Mumbai: De Beers Group, a diamond company, has announced an association with Indian cricketer Abhishek Sharma to celebrate natural diamonds in India. The collaboration brings together two forces defined by authenticity, character and enduring excellence.
Abhishek Sharma has emerged as one of the promising voices in Indian cricket, recognised for his fearless style of play and strong personal identity. His journey, marked by resilience and perseverance, reflects the “inner fire” and authenticity that De Beers associates with every natural diamond.
Known for his presence both on and off the field, Sharma embodies qualities that align with the brand’s narrative around natural diamonds — authenticity, strength and inner brilliance. Beyond cricket, his personal style often includes natural diamonds, which he considers a form of personal expression rather than an accessory reserved only for special occasions.
Speaking on the association, Abhishek Sharma said, “I’m looking forward to partnering with De Beers as they share my passion for the timeless elegance of natural diamonds. I’ve always been drawn to diamonds for their understated sophistication and the unique story each one tells. This collaboration feels like a natural fit, and I’m excited to create something special together while celebrating the meaning and legacy of natural diamonds.”
Commenting on the announcement, Toranj Mehta, Vice President, Marketing, De Beers India, said, “Abhishek embodies the character of natural diamonds through his confidence, authenticity, and clarity of self. He does not just wear diamonds. He reflects what they stand for: rarity, resilience, and inner fire. At De Beers Group, we focus on the emotional meaning diamonds hold, and Abhishek’s choice to wear them during important moments of his career makes this a powerful and contemporary narrative. We are thrilled to celebrate this moment for Indian cricket with him.”
India continues to be a key market where diamonds are closely linked with personal success and moments of pride. Through this collaboration with Abhishek Sharma, De Beers Group aims to further strengthen its cultural presence in the country while reinforcing natural diamonds as a symbol of individuality and achievement.
