De Beers Group, the world’s leading diamond company, is launching a first-of-its-kind initiative to drive demand for natural diamond jewellery by introducing the Second Ear Piercing Ritual program. This initiative aligns with India’s cultural traditions while creating a meaningful gifting occasion for young consumers.
As part of this program, De Beers has introduced the heartwarming ‘Love, From Dad’ collection, celebrating the irreplaceable bond between fathers and daughters—one as rare, precious, and enduring as a natural diamond.
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To amplify this initiative, De Beers Group has integrated the program into its partnership with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year. Retailers can register at www.indraonline.in to:
- Access and customize the ‘Love, From Dad’ campaign collaterals with their branding and receive virtual training sessions on natural diamonds.
- Leverage INDRA’s WhatsApp channel for seamless customization and personalization.
Mr. Amit Pratihari, MD, De Beers India, said, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”
At the heart of the Second Ear Piercing Ritual program is a powerful coming-of-age moment—a daughter’s second ear piercing. Unlike the first, which is often a parental decision, the second piercing symbolizes a girl’s choice to express herself independently. For a father, this milestone represents pride in watching his daughter grow into her own identity.
De Beers Group aims to encourage fathers to celebrate this new sense of independence through the ‘Love, From Dad’ campaign. A natural diamond serves as an unbreakable, rare, and timeless symbol of both a girl’s self-expression and the unique father-daughter relationship.
To further strengthen the Indian consumer’s connection to natural diamonds and the Second Ear Piercing Ritual campaign, De Beers has launched a dedicated website for India, www.adiamondisforever.in, offering:
- Information on natural diamonds—their authenticity, rarity, and timeless value.
- A curated catalogue of diamond stud earrings for second piercings.
- A store locator to help consumers find participating retailers.
The ‘Love, From Dad’ campaign is a 360-degree multi-lingual initiative, ensuring deep consumer engagement through television, print, OOH, radio, influencer marketing, and social media. The campaign has launched today and will continue through the festive season, a time of meaningful gifting and family celebrations.
By combining powerful storytelling with an omnichannel approach and strategic partnerships, De Beers is shaping the future of natural diamond retail, reinforcing the belief that some love is so natural, only a natural diamond will do.
Conceptualized and executed by 82.5 Communications, the ‘Love, From Dad’ campaign captures the essence of father-daughter relationships.
Ms. Sangeetha Sampath and Mr. Ravikumar Cherussola, Executive Creative Directors – South, 82.5 Communications, said, “Relationships and diamonds have always been a rich space to explore. Our task was to identify a fresh take in this space. The world sees teenagers in a stereotypical way. But the dad sees his young teenager as an adult-in-training. Her overflow of emotions is a part of growing up, while she is figuring who she is and isn’t, like when she wants a second ear piercing. This campaign is a faithful portrayal of this dad-teenage daughter relationship.”
The campaign rolls out across TV, print ads, radio, digital, social media, OOH, and experiential touchpoints, ensuring that the father-daughter bond resonates with audiences in a heartfelt manner.
Founded in 1888, De Beers Group is the world’s foremost diamond company, specializing in diamond exploration, mining, marketing, and retail. In collaboration with its joint venture partners, the company employs over 20,000 people across the diamond supply chain and remains the largest diamond producer by value, with mining operations in Botswana, Canada, Namibia, and South Africa.
Innovation is central to De Beers Group’s strategy, driving a diverse portfolio that spans the entire diamond value chain. This includes its renowned jewellery brands, De Beers Jewellers and Forevermark, along with pioneering initiatives such as Tracr and GemFair, which focus on diamond sourcing and traceability. Additionally, De Beers Group offers industry-leading education, laboratory services, and advanced diamond sorting, detection, and classification technologies.
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