De Beers India takes Friendship Day activation to 60 partner stores across nine cities
De Beers India’s ‘Love, from Bestie’ Friendship Day campaign will run on 1–2 August across 60 retail partner stores, pairing four natural-diamond bracelet designs with in-store nail art, bag-charm making and photo experiences.
De Beers India will run its Friendship Day 'Love, from Bestie' activation across 60 partner stores in nine cities, promoting four paired natural-diamond bracelet designs through nail art, bag-charm creation and photo experiences.
Why this matters
The activation extends De Beers India’s focus on natural-diamond demand after supply cuts lifted solitaire prices 5–8% and women’s ownership rose from 11% to 15% in three years.
Retail-brand signals are accelerating, up 181100% QoQ.