Mumbai: De Beers India has unveiled the second edition of its ‘Love, from Bestie’ campaign to mark Friendship Day, introducing an experiential retail initiative and a specially curated natural diamond bracelet collection that celebrates lifelong friendships.
The campaign will run from August 1 to August 2 across 60 retail partner stores, including Forevermark Diamond Jewellery outlets, in Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore, and Nagpur.
At the centre of the campaign is the Bestie Bracelet Collection, featuring four natural diamond bracelet designs created to be worn in pairs. The collection includes a signature ‘BFF’ bracelet that uses baguette and round diamonds to spell the sentiment in Morse code, along with interlocking and split-circle motifs symbolising enduring friendships.
According to De Beers India, the collection is inspired by the idea that authentic friendships, like natural diamonds, are rare, enduring and irreplaceable.
Alongside the jewellery collection, the company has curated an in-store experiential activation for best friend pairs. The experience includes an express nail-art session, a collaborative bag charm-making activity, a themed photo opportunity, and the signing of a “Bestie Contract” to commemorate their bond. Every participating duo will leave with keepsakes celebrating their friendship.
Commenting on the campaign, Toranj Mehta, Country Head, Category Marketing, De Beers India, said, “The truest friendships cannot be manufactured, they simply unfold naturally. Love from Bestie struck a chord because it gave women a meaningful way to celebrate a relationship that rarely gets its own dedicated occasion their lifelong friendships. In year 2, De Beers is evolving this sentiment into a proper ritual that consumers can look forward to every Friendship Day. From the intricate designs of the bracelets to the curated experiences we are building at retail, every element is designed to help women mark a bond that is as enduring and real as a natural diamond.”
The initiative forms part of De Beers India’s broader strategy to position natural diamonds as meaningful symbols for occasions beyond traditional milestones, while encouraging consumers to celebrate personal relationships through jewellery.
Best friends can register for the exclusive activation at their nearest store via the dedicated link-
