De Beers India has introduced a new collection of natural diamond Intention Pendants ahead of the New Year, expanding its offering in the branded natural diamond jewellery segment. The collection is designed around themes of personal intent, symbolism and individual expression, with each pendant centred on a natural diamond.
The launch aligns with De Beers Group’s broader focus on intention-setting as an emerging consumer ritual, particularly among younger buyers who engage in practices such as manifestation, vision boarding and self-reflection. The accompanying campaign features a narrative built around personal clarity and milestone-marking, supported by outreach across print, television, radio, cinema, outdoor, digital and social media platforms. Bollywood and sports personalities including Tamannaah Bhatia, Athiya Shetty and Sania Mirza have participated by sharing their own vision boards while wearing the pendants.
The range includes four designs: Inner Radiance, Journey to Self, Light Catcher and Compass of Light. All pieces feature natural diamonds as the primary element, supported by combinations of round- and baguette-cut stones. Select designs are available in yellow, rose and white gold.
The Inner Radiance pendant is structured around a centre diamond with additional stones arranged in a circular format. Journey to Self is designed as a spiral form with a central diamond and is offered across three gold variants. Light Catcher features a centre diamond within an open-circle frame, supported by a halo of stones, and is also available in three metal options. Compass of Light incorporates a star-shaped layout in rose gold with a central natural diamond and a surrounding halo.
According to De Beers, natural diamonds — formed over billions of years — reinforce the collection’s focus on continuity and personal milestones. The brand stated that the pendants are intended to serve as personal symbols for consumers marking the beginning of 2026. Retailers can direct customers to the brand’s natural diamond retailer locator for purchase information.
