De Beers launches Desert Diamonds campaign in China to spark new fine jewellery trendDe Beers Group took over one of Shanghai’s most striking buildings – the West Bund Orbit, designed by British architect Thomas Heatherwick – to unveil its Desert Diamonds campaign in China. Featuring a gong performance, Peking opera and testimonials from figures such as female race car driver Shi Wei, the event was a full immersion into Chinese culture and its many connections with the diamond world.The leading diamond company globally, De Beers Group, supplies natural diamonds to the top jewellers and retailers. Late last year it kicked off a campaign to educate the public on so-called “desert diamonds” to create awareness about this new category.De Beers Group launched its Desert Diamonds campaign at West Bund Orbit in Shanghai. Photo: HandoutWhile desert diamonds have always existed, the name refers to natural diamonds in shades ranging from pure white to champagne, amber and grey. The marketing team at De Beers, led by Lynn Serfaty – general manager, natural diamonds at the group – came up with the Desert moniker not only to allude to the sand hues of the precious stones but also for the deep connection diamonds have with the desert.“The majority of our diamonds are born somewhere along the Kalahari Desert in Botswana, Namibia and South Africa,” Serfaty said in a speech at the event. “China and Africa have built one of the world’s most important development partnerships and natural diamonds are part of this story. For many African countries natural diamonds are vital as they help support jobs, governments and infrastructure. Desert Diamonds unite China and the countries of origin of our diamonds.”Lynn Serfaty, general manager, natural diamonds at De Beers Group, introduces the Desert Diamonds campaign. Photo: HandoutSerfaty also talked about China’s very long history with diamonds. In ancient times, the Chinese used diamonds – famously the hardest material on earth – to polish jade, the precious stone long associated with Chinese emperors, and ground them into healing powders for medicinal use.While white diamonds still dominate the market, introducing this new category is a smart move on the part of De Beers Group, especially at a time when diamond prices have been dropping, and amid competition from synthetic lab-grown alternatives.De Beers launched its Desert Diamonds campaign in October 2025 in the US but these unique shades of diamonds have been trending for quite some time, offering an alternative to coloured diamonds in rare hues such as pink, blue and green.A desert-coloured diamond on display at the De Beers Group event in Shanghai. Photo: Handout