Yesterday marked a rare treat for sports fans and jewelry lovers alike. Major League Baseball, the NFL, NBA and NHL all had games scheduled on the same day — a phenomenon advertisers call a "sports equinox." The De Beers Group saw this as a great promotional opportunity and dubbed October 27 "Diamond Day" to make a massive statement about "Desert Diamonds," its first new "beacon" in more than a decade.
Explaining the sports equinox phenomenon in early October, Sally Morrison, De Beers’ natural diamonds market lead, told trade journal JCK, “We’re calling that Diamond Day, because we have a roadblock against all the channels showing those games.”
In advertising lingo, a roadblock is when a brand buys every available ad slot on a network or set of networks for a set period. This prevents competing ads from appearing, making the brand's message impossible to miss and boosting brand recall and impact.
For families gathered at home, this meant seeing the beauty of Desert Diamonds front and center while watching the historic lineup of games.
So what exactly are Desert Diamonds? These are natural diamonds in warm, earthy tones inspired by desert landscapes — from soft sunlit whites to rich amber and champagne hues. Each stone tells its own story, shaped over billions of years, and offers a fresh way for consumers to express individuality and personal style. According to De Beers’ research, more than 90% of consumers are interested in owning or considering a Desert Diamond — a reflection of a growing desire for jewelry that feels authentic and meaningful.
The campaign also taps into current culture. Desert-toned diamonds have captured global attention, including a surge of social media buzz when Taylor Swift’s engagement ring featured a rare candlelit-hue old mine-cut diamond. The De Beers messaging is clear: natural, unique diamonds are not just jewelry — they are personal expressions and conversation starters.
Desert Diamonds is being introduced through a full 360-degree campaign: television, social media, digital platforms, audio, outdoor and premium placements, such as a 3D Times Square billboard and a full Rockefeller Center Station takeover in New York. Three 30-second spots — “Unexpected,” “Unlike Anything” and “You” — highlight the individuality of each stone, comparing the diamonds’ unique journeys to the lives and stories of the people who wear them.
Sandrine Conseiller, CEO of De Beers Brands & Diamond Desirability, said, “With Desert Diamonds, the ancient sands of time meet today’s desire for authentic beauty. Each diamond is unique, and each wearer deserves a piece that reflects their own story.”
While De Beers hasn’t disclosed the exact marketing spend, this launch is its biggest category investment in more than a decade.
Credit: Photo courtesy of De Beers Group.