De Beers Group Evokes the Minimalist Poetry of the Tang Dynasty, Illuminating the Authentic Radiance of Desert diamonds
De Beers Group has launched a new campaign film for Desert diamonds, reimagining its classic slogan and expanding promotional efforts across 25 cities in China.
In an announcement released in Beijing, China, on 29 September 2026, De Beers Group officially unveiled a new campaign film dedicated to its Desert diamonds line. The project evokes the minimalist poetry of the Tang Dynasty, drawing upon the aesthetic tradition to illuminate the authentic radiance of the natural gems. According to the announcement, the initiative is centered on reimagining the historic A Diamond Is Forever concept for a new era while redefining natural diamond storytelling for modern audiences.[1][2][3][4]
The release of the campaign film marks the next phase in the broader regional introduction of Desert diamonds across China. The promotional push follows the collection's official Asian launch, which was held in Shanghai on 29 July. Following that Shanghai debut, De Beers Group has extended the reach of the campaign across 25 key cities nationwide, highlighting the Desert diamonds narrative to consumers in major urban markets.[1][2][3][4]
