De Beers Desert Diamond Lighthouse Project Launches in Shanghai

On July 29, 2026, De Beers Group officially launched the "Desert Diamond Lighthouse Project" in Shanghai, introducing a brand new natural diamond category — Desert Diamonds — to the Chinese market. The name draws inspiration from the vast history of the Dunhuang Desert and the Silk Road, where China's earliest records of natural diamonds were born thousands of years ago. Desert Diamonds are distinguished by a gorgeous color spectrum ranging from warm white and champagne to amber, presenting a visual charm distinctly different from traditional white diamonds, celebrating the wild authenticity of natural diamonds.

The following day, a roundtable discussion titled "'Purchasing in China' — Desert Diamonds: Illuminating High-Quality Consumption with Natural Beauty" was held. Industry guests from De Beers Group, the Natural Diamond Council, the Shanghai Diamond Exchange, and academic institutions engaged in in-depth discussions on three core topics: value narrative innovation, consumption scenario expansion, and industry trust system construction. This was not merely a product launch, but a systematic response by the natural diamond industry to the era of high-quality consumption under the "Purchasing in China" initiative. For the jewelry packaging and display industry, the rise of warm-colored diamonds means that display props and packaging designs need to evolve to better enhance the color appeal of these unique gemstones.

From Wedding to Self-Reward: A Profound Shift in Consumption Scenarios

NIQ's "China 2026 Jewelry Gift-Giving Survey" shows that natural diamonds have become a core choice for purchasing and receiving gifts, with emotional value and practical attributes being key consumption drivers. Zhang Yina, Vice Dean of the School of Social Development and Public Policy at Fudan University, notes that current consumer demand is gradually shifting from "buying better" to "buying more meaningfully," showing trends of quality, experience, and emotional connection.

In line with this trend, Desert Diamonds expand the consumption scenarios of natural diamonds from traditional weddings to self-rewarding, life milestones, and holiday gifting. Li Cuihua, Vice President of Natural Diamonds Asia Pacific Marketing at De Beers Group, states that China has always been an important strategic market, and the group hopes to enrich natural diamond consumption scenarios through value narratives more aligned with contemporary consumer cognition. Xu Yilei, General Manager of the Natural Diamond Council Greater China, believes that Desert Diamonds, inspired by nature, provide richer value connotations for the natural diamond industry.

In terms of marketing, the Desert Diamond project abandoned the conventional celebrity model approach, instead cross-industry inviting ordinary professionals from comedy, Peking opera, racing, and healing fields as brand content carriers, conveying the product's personality through diverse ordinary people's stories. On the channel side, Chow Tai Fook, Chow Sang Sang, and TSL three major retail brands simultaneously launched Desert Diamond exclusive collections. This innovative marketing approach is equally inspiring for jewelry display props and jewelry box design — display methods need to be closer to consumers' real life scenarios.

Trust Ecosystem: From Traceability to Sustainability

Under the "Purchasing in China" initiative framework, authentic sourcing, quality assurance, and sustainable development practices are becoming important dimensions of consumer concern. The Desert Diamond project has built supporting systems around three pillars: diamond traceability, quality control, and sustainable development. The brand simultaneously launched a retailer-exclusive training app with interactive teaching, behind-the-scenes industry content, and natural diamond category education for both channel professionals and ordinary consumers.

Domestic survey data shows that consumer acceptance and recognition indicators for Desert Diamonds both exceed 94%, indicating sufficient market demand. Overseas market data shows that after Desert Diamond promotional launches, offline store foot traffic and diamond consultation volume both achieved significant growth, with warm-colored natural diamond market demand continuing to release. Multiple internationally renowned artists publicly wearing similar-colored diamonds have also effectively boosted the category's fashion exposure.

New Requirements for Jewelry Packaging and Display from Warm-Colored Diamonds

The unique warm tones of Desert Diamonds pose new design requirements for jewelry display props. Traditional white or black velvet display stands, while suitable for white diamonds, may not fully showcase the color depth of warm-colored diamonds. The background colors of jewelry display stands and display tables need to consider color coordination with champagne and amber diamonds, selecting display base materials and colors that enhance the visual effect of warm tones.

In jewelry box design, warm diamond packaging can adopt complementary warm-toned lining materials such as champagne silk or warm gray velvet, making the unboxing experience consistent with the product's temperament. Watch box and jewelry pouch designs can also incorporate warm tone elements, creating a complete aesthetic experience from purchase to wear for consumers. As an enterprise with 21 years of focus on jewelry boxes, watch displays, jewelry display props, and jewelry packaging production and design, Shengyixiang will continue to monitor industry trends in new materials and categories, providing customers with packaging and display solutions that keep pace with the times.

This article is originally published by Shengyixiang, with 21 years of dedication to jewelry boxes, watch displays, jewelry display props, and jewelry packaging production and design.