The campaign following launch of the ‘Love, From Dad’ collection not only strengthens consumer connections to natural diamonds, but also empowers Tier II and Tier III city retailers with marketing content for promoting natural diamonds
Mumbai: The De Beers Group has set out to support diamond jewellery retailers in driving demand for natural diamond jewellery by showcasing a new gifting occasion in the lives of young consumers – the second ear-piercing, which is an intrinsic part of India’s traditional culture and modern rituals.
De Beers has unveiled a heart-warming ‘Love, From Dad’ collection as part of the ‘Second Ear-piercing Ritual’ initiative. The collection highlights the unique bond between fathers and daughters — one as rare, precious and enduring as a natural diamond.
To amplify this concept nationally, the De Beers Group has integrated the programme into its partnership with the Gem & Jewellery Export Promotion Council(GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year. After registering with INDRA, retailers will be able to access and customize the ‘Love, From Dad’ campaign collaterals with their branding as well as receive virtual training sessions to promote natural diamonds.
Commenting on the initiative, 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 programme 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’ programme lies a powerful coming-of-age moment: a daughter’s second ear-piercing. Unlike her first, which is often a decision made for her, the second piercing is a ritual where she chooses to express herself on her own terms. In this key rite of passage, a father sees his daughter shaping her own story. He knows that growing up as strong and independent isn’t just important for her; it’s imperative.
De Beers Group aims to encourage dads to celebrate this new sense of independence through the ‘Love, From Dad’ campaign, with the proposition that a natural diamond is an unbreakable, rare and timeless symbol of both a girl’s sense of self and of the unique father-daughter relationship.
Meanwhile, to support the Indian consumer’s connection to natural diamonds and the second ear-piercing ritual campaign, the De Beers Group has created a dedicated website for India, www.adiamondisforever.in – a one-stop resource offering information on natural diamonds with regard to their authenticity and rarity, which also has a curated catalogue of diamond stud earrings for second piercings and a store locator to help consumers find the nearest participating retailers.
Toranj Mehta, CMO, De Beers India, spoke about the campaign’s focus, stating, “This initiative is designed to support retailers in Tier II and Tier III cities who have a clientele for natural diamonds but lack the resources to market them effectively. Once they register on the INDRA platform, we will provide them with creative assets and ongoing support throughout the process.”
The ‘Love, From Dad’ campaign has been launched as a 360-degree multi-lingual initiative to create maximum impact whilst ensuring deep consumer engagement across TV, print ads, radio, digital, social media, OOH, and other experiential touchpoints. It will continue through the upcoming festive season, a time for meaningful gifting and family celebrations.
By combining powerful story-telling with an omnichannel approach and strategic partnerships, De Beers aims to shape the future of natural diamond retail, while showcasing the insight that some love is so natural, only a natural diamond will do.
The De Beers Group, a subsidiary of Anglo American Plc, is a South African-British corporation that operates in 35 countries with mining taking place in Botswana, Namibia, South Africa and Canada. The brand’s jewellery houses are De Beers Jewellers and Forevermark, and it also operates diamond sourcing and traceability initiatives Tracr and GemFair.
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