At the heart of the campaign is the ‘Bestie Bracelet Collection’ featuring four natural diamond designs specifically created to be worn in pairs
Mumbai: Celebrating lifelong friendship bonds on Friendship Day – observed on the first Sunday of August, falling on August 2, 2026 – De Beers India invited best friends across nine cities to celebrate their shared journey through ‘Love, from Bestie’, a natural diamond ritual created especially for friendship. From August 1 to 2, best friend duos can head to 60 retail partner stores, including Forevermark Diamond Jewellery stores, across Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur, to discover the Bestie Bracelet collection and take part in a specially curated in-store experience.
The Bestie Bracelet Collection features four natural diamond designs specifically created to be worn in pairs. These innovative pieces serve as wearable symbols of shared history, including a signature ‘BFF’ design that uses baguette and round diamonds to spell the sentiment in Morse code, as well as interlocking and split-circle motifs that form a complete whole only when brought together. The collection reflects the core philosophy that certain friendships are so inherently natural that only a rare, authentic diamond can truly encapsulate their meaning.
Complimentary for every bestie duo who walks in, the experience unfolds across three simple, joyful stops. It begins with Bond Together, where best friends can pause and unwind with an express nail-art moment. From there, duos move into Create Together, getting hands-on as they build a bag charm for each other, something small and personal to carry the moment forward. The experience closes with Capture Forever, a playful photo op complete with props, followed by the signing of a Bestie Contract that makes their forever-bestie status official. Every pair leaves with a tangible memory of their enduring connection.
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 stores, every element is designed to help women mark a bond that is as enduring and real as a natural diamond.”
Best friends can register for the exclusive activation at their nearest store via the dedicated link- https://withlovefrombestie.netlify.app/
Established in 1888, the De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. It has diamond mining operations in Botswana, Canada, Namibia and South Africa, and owns jewellery houses De Beers Jewellers and Forevermark Diamond Jewellery.
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