De Beers India, the Indian arm of the global diamond company, has launched ‘Love, From Hubby’, a natural diamond jewellery campaign targeting couples entering a new phase of life after their children leave home.
The campaign centres on a collection of one-carat natural diamond solitaire rings in yellow, white and rose gold. The collection is available through De Beers’ natural diamond retail partners across India.
Campaign targets a new gifting occasion
The initiative seeks to establish a jewellery-buying occasion around what the company describes as the “second season” of a couple’s relationship, extending diamond gifting beyond weddings, anniversaries and other traditional milestones.
“This idea came from what we see in real Indian homes. Couples spend years putting everyone else first and rarely are they reminded that there is a beautiful next chapter that belongs to them,” De Beers India, Country Head, Category Marketing, Toranj Mehta, said.
Natural diamonds celebrate lasting relationships
“With ‘Love, From Hubby’, we want to celebrate the joy of choosing each other all over again,” Mehta said, adding that natural diamonds offer “an honest and meaningful expression of a love that continues to evolve.”
The campaign reflects an effort to connect natural diamond jewellery with changing relationship milestones and encourage consumers to consider diamond gifting at different stages of life.
Study highlights purchase motivations
The campaign draws on findings from the De Beers India Diamond Acquisition Study 2025, which identified relationship milestones and expressions of love or commitment among the leading reasons Indians purchase natural diamonds.
De Beers also cited projections indicating that the number of Indian households earning more than $20,000 (about ₹19 lakh) annually could increase from 32 million in 2025 to 67 million by 2030.
The company sees the growth in higher-income households as an opportunity to engage consumers through new jewellery-buying occasions and strengthen the relevance of natural diamonds in evolving lifestyles.