03/08/2025
This Friendship Day, De Beers celebrates the friendships that have weathered it all; bonds that evolve, endure, and never take a day off.
At the heart of the campaign is a handwritten note that is an intimate expression of gratitude and love between lifelong friends. It’s the kind of message only a best friend can write, capturing years of shared memories, milestones, and unwavering presence.
Introducing the Love, from Bestie Bracelet Collection, a new natural diamond gifting ritual that honours the rare beauty of friendships built to last. Crafted with natural diamonds, the bracelet is a timeless symbol of a connection that’s as real, resilient, and radiant as the people who wear it.
Because when the friendship is this true, this real, this timeless, only a natural diamond will do.