De Beers Group has announced the launch of Desert Diamonds Icons, the next phase of its natural diamond marketing strategy, unveiled at JCK Las Vegas. Supported by what the company describes as the diamond industry’s largest marketing investment in 15 years, the campaign is designed to build on the momentum generated by the original Desert Diamonds initiative and further strengthen consumer desire for natural diamonds.

Launching ahead of the year-end holiday season, Desert Diamonds Icons aims to provide the trade with a unified platform to promote the rarity, authenticity and emotional significance of natural diamonds. De Beers also used the announcement to encourage greater industry collaboration, positioning collective marketing efforts as an important part of supporting long-term demand within the natural diamond sector.