De Beers Group has launched ‘Love, from Bestie’, a new natural diamond bracelet collection to celebrate the unique bond between best friends this Friendship Day. Designed as a gifting ritual, each bracelet is sold in a pair — one for you, one for your best friend — symbolising love, loyalty, and shared memories.

The collection features four elegant designs crafted in natural diamonds, highlighting De Beers’ commitment to rarity and authenticity. “For friendships so natural, only natural diamonds will do,” said Amit Pratihari, Managing Director, De Beers India.

A dedicated website, offers a curated catalogue, retailer locator, and insights into natural diamonds. The campaign also features real-life and celebrity best friends sharing their stories through digital content.

The campaign rolls out across TV, print, digital, OOH, and in-store activations nationwide starting August first week.