The company will partner with the two international cultural platforms to explore the relationship between nature, creativity and craftsmanship of natural diamonds
London: De Beers is expanding its cultural marketing programme around natural diamonds through partnerships with international cultural platforms Homo Faber and Frieze Masters, using art, craftsmanship and immersive experiences to reinforce the category’s connection with nature, creativity, heritage and enduring value.
The initiatives form part of the miner’s broader cultural programme following the publication of ‘A Diamond Is Forever: The Making of a Cultural Icon’, and come ahead of the 80th anniversary of the iconic ‘A Diamond Is Forever’ campaign in 2027.
Lynn Serfaty, General Manager -Natural Diamonds, De Beers, said, “Through our autumn cultural programme, we are exploring the profound connection between nature’s creation and human craftsmanship. At Homo Faber, artists and artisans showcase the skill, dedication and heritage that transform natural materials into works of enduring value. At Frieze Masters, we return to the extraordinary origins of natural diamonds and the remarkable journey that takes them from deep within the earth to objects of beauty and meaning. Together, these partnerships allow us to tell a broader cultural story about natural diamonds and the singular place they have held throughout human history and culture.”
At Homo Faber 2026, being held in Venice from September 1 to 30 under the artistic direction of Es Devlin, the theme ‘An Island of Light’ explores the relationship between light, materials and creativity. De Beers is supporting the participation of Cape Town-based artist Abongile Sidzumo and Shakunona Parata, alongside live sessions designed to give visitors greater exposure to the materials and craftsmanship involved.
The miner will also return to Frieze Masters in London for the second time, where it will present ‘Voyage Through the Diamond Realm, Chapter II: On the Birth of a Diamond’. Scheduled for October 14–18, the immersive installation will explore the formation of natural diamonds and their journey from deep within the earth into human culture.
The two partnerships give De Beers an opportunity to position natural diamonds within broader cultural conversations rather than limiting communication to jewellery and product-led marketing. By linking geological origins with artistic practice and craftsmanship, the company is seeking to reinforce the distinctive provenance and emotional value associated with natural diamonds.
The programme also strengthens De Beers’ longer-term cultural positioning as it builds towards the 80th anniversary of ‘A Diamond Is Forever’ in 2027, extending the legacy of one of the jewellery industry’s most recognized marketing campaigns.
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