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. De Beers Group is leveraging the launch to drive natural diamond category education in China and champion premium natural diamond jewellery.