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Vincenzo La Torre

Chief Editor, Style; Fashion Editor, Post Magazine


De Beers Group took over one of Shanghai’s most striking buildings – the West Bund Orbit, designed by British architect Thomas Heatherwick – to unveil its Desert diamonds campaign in China. Featuring a gong performance, Peking opera and testimonials from figures such as female race car driver Shi Wei, the event was a full immersion into Chinese culture and its many connections with the diamond world.
The leading diamond company globally, De Beers Group supplies natural diamonds to the top jewellers and retailers. Late last year it kicked off a campaign to educate the public on so-called “desert diamonds” to create awareness about this new category.

While desert diamonds have always existed, the name refers to natural diamonds in shades ranging from pure white to champagne, amber and grey. The marketing team at De Beers, led by Lynn Serfaty – general manager, natural diamonds at the group – came up with the Desert moniker not only to allude to the sand hues of the precious stones but also for the deep connection diamonds have with the desert.
“The majority of our diamonds are born somewhere along the Kalahari Desert in Botswana, Namibia and South Africa,” Serfaty said in a speech at the event. “China and Africa have built one of the world’s most important development partnerships and natural diamonds are part of this story. For many African countries natural diamonds are vital as they help support jobs, governments and infrastructure. Desert diamonds unite China and the countries of origin of our diamonds.”

Serfaty also talked about China’s very long history with diamonds. In ancient times, the Chinese used diamonds – famously the hardest material on earth – to polish jade, the precious stone long associated with Chinese emperors, and ground them into healing powders for medicinal use.
While white diamonds still dominate the market, introducing this new category is a smart move on the part of De Beers Group, especially at a time when diamond prices have been dropping, and amid competition from synthetic lab-grown alternatives.
De Beers launched its Desert diamonds campaign in October 2025 in the US but these unique shades of diamonds have been trending for quite some time, offering an alternative to coloured diamonds in rare hues such as pink, blue and green.

“I think it’s only the beginning,” said Serfaty in an interview after the launch. “We’re seeing the tip of the iceberg because when we launched the programme, a few months into it, Taylor Swift got engaged and she chose a desert colour. There is something very normative when you say white is the best but in today’s society, which is very multicultural, it doesn’t resonate that well so there is a desire to be able to choose your best, something different.”
Looking at the gradient shades of diamonds on display at the event – ranging from plain white to honey, cognac and sunset hues – it’s clear that Serfaty has a point. “The notion of choosing a diamond that is champagne or a deep colour [shows] an enormous appetite in China today for things [that reflect] the self,” explained Serfaty. “Not in an egotistic manner but just to be different, individual. This idea of self-love is a very deep idea and it’s very established in Chinese society.”

One of the top consumer markets for diamonds in the world – after the US, which comes first, and followed by India – China is clearly a priority for De Beers Group. At the event, representatives from top jewellers and retailers Chow Tai Fook, Chow Sang Sang and Tse Sui Luen mingled with diplomats from South Africa, Botswana and Namibia, as well as celebrities and influencers. They also showcased pieces such as necklaces and bracelets from collections made with diamonds in desert-inspired colours.
Serfaty and her team are confident that Chinese jewellery lovers are more than ready to embrace this new palette, which ultimately is just another facet of what natural diamonds represent universally. “They talk to one fundamental need in our times,” Serfaty explained. “To express who we are and to relate to an object of beauty that talks to us and reflects our unique personality.”


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De Beers Group launched its Desert diamonds campaign at West Bund Orbit in Shanghai. Photo: Handout

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A desert-coloured diamond on display at the De Beers Group event in Shanghai. Photo: Handout

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The Shanghai event drew top retailers like Chow Tai Fook and Chow Sang Sang, alongside global diplomats and influencers


The Shanghai event drew top retailers like Chow Tai Fook and Chow Sang Sang, alongside global diplomats and influencers.


De Beers Group launches Desert diamonds campaign in China to spark new fine jewellery trend

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}The Shanghai event drew top retailers like Chow Tai Fook and Chow Sang Sang, alongside global diplomats and influencers

The Shanghai event drew top retailers like Chow Tai Fook and Chow Sang Sang, alongside global diplomats and influencers