De Beers India has launched the second edition of its ‘Love, from Bestie’ campaign to celebrate Friendship Day, reinforcing the idea that natural diamonds are not only symbols of romance but also meaningful expressions of lifelong friendship. The campaign introduces a specially curated Bestie Bracelet Collection alongside immersive in-store experiences designed to create memorable moments for friends.
The campaign is being held on August 1 and 2 across 60 retail partner stores, including Forevermark Diamond Jewellery outlets, in Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur.
The newly launched bracelet collection features four natural diamond designs crafted as matching pairs. Among the highlights is the signature ‘BFF’ bracelet, which spells out the phrase in Morse code using a combination of baguette and round diamonds. Other designs incorporate interlocking and split-circle motifs that represent trust, connection and enduring friendships.
To complement the jewellery collection, De Beers India has created a series of interactive retail experiences. Visitors can begin with ‘Bond Together’, an express nail art session, followed by ‘Create Together’, where best friends design personalised bag charms for one another. The experience concludes with ‘Capture Forever’, featuring a themed photo opportunity and the signing of a ‘Bestie Contract’, allowing participants to take home a keepsake celebrating their friendship.
Speaking about the initiative, Toranj Mehta, Country Head, Category Marketing, De Beers India, said the company aims to establish ‘Love, from Bestie’ as an annual Friendship Day tradition that celebrates authentic, lifelong friendships. She noted that both the jewellery designs and the curated in-store experiences reflect the enduring qualities of natural diamonds.
With this initiative, De Beers India continues to expand the emotional appeal of natural diamonds beyond traditional gifting occasions, positioning them as meaningful symbols of friendship while responding to growing consumer demand for experience-led retail.
