Designed as an intimate environment where guests could engage with the campaign idea, the event built an emotional bridge between the new Intention Pendant and the growing consumer shift towards meaningful jewellery
Mumbai: The De Beers Group strengthened its new ‘Love from Universe’ campaign with the Manifestival 2026 in Mumbai, bringing together celebrities, influencers and creators for an immersive evening centred around intention-setting, personal rituals and the newly introduced ‘Intention Pendant’. The experience was designed as an intimate, guided environment where guests could engage with the campaign idea of connecting natural diamonds to emotional clarity, self-belief and new beginnings.
The event had noteworthy celebrity attendance, including Bollywood actor Diana Penty, South star Raashi Khanna, and leading lifestyle and fashion influencers such as Samiksha Pednekar, Cipia Arttul, Alisha Pehcha, Juhi Godambe Jain, Antara Motiwala Marwah, Saachi Bhasin Daga and Avantikka Kilachand. Many of them wore the Intention Pendant through the evening, making it a dominant visual highlight across conversations at the venue and on social media, building resonance for the new collection.
Manifestival 2026 translated the themes of manifestation and mindful luxury into physical spaces. Guests walked through a sequence of photo installations centred on popular affirmations, including manifesting three-day weekends, manifesting health, manifesting home, dreaming bigger and inviting more joy with more bubbles, fewer troubles. A dedicated Manifest Station allowed attendees to take instant prints of their photos and design personal vision boards for 2026, while a Forevermark corner invited women to write down their wishes, beliefs and manifestations for the coming year. The experience reinforced De Beers’ commitment to making natural diamonds part of daily rituals rather than occasional purchases.
What became clear through the evening was how naturally guests engaged with the idea of intention-setting. They paused at each installation not just for photographs but to read, reflect and choose the affirmations that felt personal to them. The atmosphere carried a quiet sense of purpose, turning the event into a space where people could think about what they want their next year to look like.
Explaining the design philosophy behind the Intention Pendant, Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark said, “At the end of every year, women naturally sit down to write their wishes or create vision boards. Instead of routine resolutions, this is a way of manifesting positive energy. We paired that modern ritual with the long-held Indian belief that natural diamonds carry power. That fusion inspired the Intention Pendants, because every wish begins with a strong intention.”
Mindfulness speaker and author Raageshwari Loomba, who interacted with guests at the event, highlighted the shift in consumer mindset and how De Beers is reading it accurately. “People today aren’t buying jewellery as a product; they’re investing in themselves. You often buy a diamond to uplift someone you love, and in uplifting others, you elevate yourself. A diamond becomes what it is only through pressure, and that essence came alive at Manifestival. Simply selling diamonds isn’t enough anymore; brands need to understand why they matter emotionally.”
A spoken-word performance by poet Priya Malik added emotional texture to the evening. In her Hindi narrative she said, “When an Intention Pendant rests close to the heart, it feels like a message from the universe. Life grows where you place your desires, and this pendant becomes a reminder of self-belief, self-love and the dreams we give our voice to each day.”
Manifestival 2026 supports the wider national rollout of De Beers’ ‘Love from Universe’, which includes a campaign film featuring Shreya Dhanwanthary and collaborations with Tamannaah Bhatia and Sania Mirza, each creating her own vision board while wearing the Intention Pendant. The multimedia spread covers 16 cities and is backed by support for retail partners through the Indian Natural Diamond Retailer Alliance (INDRA).
By translating intention-setting into an experiential format, De Beers has extended the relevance of natural diamonds to a younger, purpose-driven audience, positioning the Intention Pendant not just as jewellery but as part of the process of manifesting aspirations consumers have for the year ahead.
Written by Sneha Bhagat
Retail Jeweller India News
