De Beers India Announces "Love, From Hubby" Campaign
On October 6, 2026, De Beers India unveiled a new ritual called "Love, From Hubby" aimed at couples entering the "empty‑nest" phase of their marriage. The campaign centers on an exclusive collection of one‑carat natural diamond solitaire rings, offered in yellow, white and rose gold, and positioned as meaningful gifts from husbands to wives to celebrate this next chapter.
The collection is distributed through natural diamond retail partner stores across India and is promoted via the website www.adiamondisforever.com and the Instagram handle @heerahaisadakeliye.
"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," said Toranj Mehta, Country Head, Category Marketing, De Beers India. He added that a natural diamond, formed by nature and made to endure, is an honest expression of evolving love.
De Beers India’s Diamond Acquisition Study 2025 identified celebrating relationship milestones and expressing love or commitment as among the top reasons Indians purchase natural diamonds. The study underscores a broader shift in affluent Indian households, where children moving out for education or careers creates space and financial confidence for couples to invest in each other.
The press release also cites a forecast that the number of Indian households earning above US$20,000 annually will more than double, rising from 32 million in 2025 to 67 million by 2030, indicating a growing market for luxury and sentimental purchases such as the new solitaire collection.
About De Beers Group: Established in 1888, De Beers Group is the world’s leading diamond company, employing over 20,000 people across the diamond pipeline and operating the largest diamond mining operations by value in Botswana, Canada, Namibia and South Africa. The group’s portfolio includes De Beers Jewellers, Forevermark, and traceability initiatives such as Tracr and GemFair, alongside education and laboratory services for the industry. De Beers Group is a member of the Anglo American plc group and is committed to its "Building Forever" sustainability agenda.
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