De Beers India has launched ‘Love, From Hubby’, a campaign targeting affluent Indian couples with a collection of one-carat natural diamond solitaire rings designed to mark a new phase of married life, particularly when children leave home and couples have more time to focus on their relationship.

The campaign positions natural diamond jewellery as a gifting option for couples celebrating milestones beyond weddings and anniversaries. The collection features one-carat natural diamond solitaires set in yellow, white and rose gold, offering a contemporary interpretation of the classic solitaire ring.

Toranj Mehta, Country Head, Category Marketing, De Beers India, said the campaign was developed around the changing priorities of Indian couples, many of whom spend years prioritising family responsibilities before having greater opportunities to invest in their relationship.

The initiative seeks to establish a new gifting occasion within the natural diamond jewellery market by encouraging husbands to mark this transition with solitaire rings. It also reflects the company’s focus on connecting natural diamonds with personal milestones and long-term relationships.

According to the De Beers India Diamond Acquisition Study 2025, celebrating relationship milestones and expressing love or commitment are among the leading reasons consumers purchase natural diamond jewellery.

The company also cited the growth potential of India’s affluent consumer base. The number of Indian households earning more than US$20,000 annually is projected to increase from 32 million in 2025 to 67 million by 2030.

Through the campaign, De Beers India is seeking to build demand for natural diamond solitaires by expanding the occasions associated with their purchase and reinforcing their positioning as gifts that mark enduring relationships.