De Beers Marks Friendship Day with ‘Love, from Bestie’ Natural Diamond Campaign Across Nine Cities

De Beers India is celebrating Friendship Day with the second edition of its ‘Love, from Bestie’ campaign, inviting best friends to take part in a special in-store experience across 60 retail partner stores in nine cities on August 1 and 2.

The campaign will be held at participating stores in Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur, including Forevermark Diamond Jewellery outlets.

At the centre of the initiative is the Bestie Bracelet Collection, comprising four natural diamond bracelet designs created to be worn in pairs. The collection includes a “BFF” bracelet featuring baguette and round diamonds arranged in Morse code, along with interlocking and split-circle motifs symbolising enduring friendships.

Visitors can also participate in a complimentary three-step experience featuring express nail art, personalised bag charm creation, a themed photo opportunity and the signing of a “Bestie Contract.”

Toranj Mehta, Country Head, Category Marketing, De Beers India, said, “The truest friendships cannot be manufactured, they simply unfold naturally. Love from Bestie struck a chord because it gave women a meaningful way to celebrate a relationship that rarely gets its own dedicated occasion their lifelong friendships. In year 2, De Beers is evolving this sentiment into a proper ritual that consumers can look forward to every Friendship Day. From the intricate designs of the bracelets to the curated experiences we are building at retail, every element is designed to help women mark a bond that is as enduring and real as a natural diamond.”

Best friends can register for the activation through a dedicated online link.