De Beers: Say 'I do.' to a purpose-driven holiday with brilliance and shine

De Beers ends 2021 with a commitment to bringing positivity into the new year with its latest ‘I do.’ campaign

Whether starting a yoga practice, beginning a new diet, or even walking down the aisle with someone, life is all about commitment. We not only say “I do.” to the perfect engagement ring or at the end of the alter; instead, it’s about setting intentions and pledging commitment that fulfils ourselves and those around us.

In the complicated and busy world that we live in, the ultimate inner challenge might just be saying “I do.” only to the things that truly matter. These two simple yet powerful words hone our focus and set an intention for us as we pledge ourselves to relationships and connections that are meaningful to us.

As we embrace our experiences in the past year and usher in the new one, it’s the perfect opportunity to ask ourselves, “What do I say ‘I do.’ to as I forge ahead?”

De Beers, the world’s leading diamond jeweller, completes the year with a new purpose-driven campaign that paves the way for a new chapter. In the house’s 133-year history, its creations have witnessed important moments in time and the lives of many. With this new campaign, De Beers commits itself to say “I do.” with purpose, taking on sustainability and responsible practices as key mandates and continuing to spread the message of love.

It is with this intent that De Beers sets out to create diamond jewellery that represents far more than beauty. Its creations are talismans that are reminders of commitment to love, friends, family, nature and to a brighter, better future. The campaign is also a pledge from the company too.

“The launch of the campaign marks a turning point for De Beers and paves the way for our ongoing commitment to being a purpose-driven company,” says Céline Assimon, CEO of De Beers Jewellers and De Beers Forevermark.

As part of the house’s commitment to ‘Building Forever’, it is more passionate than ever about staying true to its four pillars of leading ethical practices, partnering for thriving communities, accelerating equal opportunities and protecting the natural world.

Assimon furthers, “We lead by example, committing to creating a positive impact in the places where our diamonds are found, and for the people that connect with them along their journey.”

As we make our way into a new year, mark the end of this one with a thoughtful memento.

The Enchanted Lotus new High Jewellery collection prominently features white diamonds. Inspired by the graceful flower, the design speaks to the feminine aesthetics of the contemporary woman. The creations highlight a stunning display of craftsmanship captured as a ring, earrings and necklace. Scintillating diamonds in brilliant-cut and pear-shape recreate the lotus’ silhouette.

A wholly unique way of capturing the beauty of rough diamonds, De Beers Jewellers’ new Talisman High Jewellery collection puts polished and rough diamonds of different colours together to paint a stunning picture of elegance. Among the most sensational are the designs that feature the lush hues of blue-green or yellow rough diamonds set against the resplendent sparkle of white diamonds. The design is expressed as earrings and rings, highlighting the natural beauty of earth’s rarest treasures.

The house is also expanding its current Talisman fine jewellery offering. A new charm necklace, bracelet and hoop earrings available in a trio of golds connect the wearer to the diamonds’ raw organic origins. A new set of three stacking rings featuring baguette-cut, marquise-cut and trilliant-cut diamonds joins the existing offering, allowing for even more mix and matching.

As you say “I do.” to some of these sensational creations from De Beers, commit to starting the new year with purpose and good intentions towards loved ones, nature, our community, and most importantly, to yourself.

Also see: 5 of the most impressive celebrity engagement rings ever