De Beers Partners with Designers on New Desert Diamonds Bridal Collection

De Beers has extended its Desert diamonds collection into the bridal arena, with jewelry featuring stones in a lighter palette.

The collection, which spotlights diamonds in hues ranging from warm whites to champagne, will launch in the US on April 13, De Beers said Thursday. It will contain designs including solitaires, three-stone rings and diamond bands, and eternity-style pieces.

“Independent retailers who were involved in the first Desert diamonds campaign across the US reported increased foot traffic during the campaign’s initial run…and a rise in bridal-led enquiries,” De Beers shared. “Desert diamonds bridal is designed to meet growing interest in a more versatile, accessible spectrum of diamond colors — a softer, lighter desert palette that testing indicates resonates strongly with bridal audiences.”

For the new offering, De Beers collaborated with more than 60 designers across the industry to develop collections that “interpret the desert-inspire palette across both engagement and bridal jewelry,” the miner said. The jewelers include Kindred Lubeck, who created Taylor Swift’s engagement ring from Jason Kelce.

Image: Some of the designs from the Desert diamonds bridal collection. (De Beers)