LONDON — White diamonds aren’t the only rocks in town, according to De Beers Group, which on Friday will unveil a major campaign dedicated to a new collection of earth-toned stones called Desert Diamonds.

The campaign will roll out in the U.S., followed by India and China in 2026. The company described the new diamond offer, which ranges in color from warm whites to champagne and amber tones, as a “pivotal move,” and a direct response to consumer demand.

In an interview, Sandrine Conseiller, chief executive officer of De Beers Brands, said that consumers had expressed “a very strong need for individuality and authenticity. People want to have a diamond that mirrors their uniqueness and individuality. They don’t want something mass, or what someone else has.”

Conseiller, who oversees divisions including De Beers London and Forevermark Diamond Jewellery, added that the new offer is aimed at underlining the wide variety of diamonds, and the fact that each one is unique.

“They are like snowflakes, no two are alike. That’s why the color palette is key. We’re showing that diamonds are not just white, and we’re giving people the chance to choose a diamond that speaks to them as individuals,” said Conseiller.

The launch follows De Beers’ decision to double down on mined diamonds and shut Lightbox, its lab-grown diamonds division. As reported, the group cited plummeting prices, mass distribution of lab-grown rocks, and a “renewed commitment to natural diamonds.”

Conseiller added that it’s now important for De Beers to highlight “differentiation” in the diamond business, and to stress that fact that mined and lab-grown rocks are two very different things. 

“I’m half-French and half-Italian, which is why I can make this comparison. You have Champagne and you have Prosecco, but they’re just very different products. We want people to make an informed choice, which is why we want to tell people stories about natural diamonds,” she added.

De Beers describes Desert Diamonds as a “beacon,” or new product pillar, similar to the tennis bracelet and eternity ring. Desert Diamonds is De Beers’ first beacon launch in well over a decade.

Desert Diamonds will debut across more than 1,000 retail doors in the U.S., including Kay, Jared, Neil Lane, Le Vian, and independent jewelers. The diamonds were unveiled to the trade at JKS in Las Vegas earlier this year.

The marketing is multifaceted. DeBeers has commissioned a group of rising and established designers to create Desert Diamonds pieces, which will be unveiled at a launch event in New York on Friday. There will be further “cultural moments” over the coming weeks and months, the brand said.

There’s a strong celebrity angle, too. Doja Cat wears Desert Diamonds in her new music video, “Gorgeous,” while Taylor Swift and Kim Kardashian have both been photographed wearing the colored rocks. Bad Bunny wore them to unveil his Super Bowl appearance last month.

The campaign breaks on Friday and was shot by Matt Baron.