De Beers Group Desert diamonds Asia launch event in Shanghai. First unveiled in 2025 at the JCK Las Vegas Show, the Desert diamonds beacon marks a new chapter in the celebration of natural diamonds. Desert diamonds jewellery has been seen on international stages – worn by celebrities such as Taylor Swift, Rihanna, Bad Bunny, Doja Cat, and Aryna Sabalenka. Departing from traditional jewellery marketing, De Beers Group has creatively invited “Real People” to interpret the unique allure of Desert diamonds. Following its global success, we are confident in bringing Desert diamonds, a natural inspiration from the desert to China.”