Because the rarest friendships deserve the rarest gifts…
As Friendship Day 2025 draws near, De Beers Group, the name synonymous with timeless natural diamonds, introduces something truly heartwarming — a bracelet collection that’s more than just jewellery. Titled ‘Love, from Bestie’, this exquisite series celebrates that once-in-a-lifetime bond between two best friends — the ones who’ve been by your side through all of life’s rollercoasters, secrets, milestones, and midnight heart-to-hearts.
In a world of fleeting moments and fast likes, this campaign offers something eternal — a diamond ritual for friendships that have stood the test of time.
A Gem of a Gift for That One Person Who Always Shows Up
This isn’t just about gifting jewellery. It’s about honouring your most meaningful relationship — that friend who’s practically family, who knows all your versions, and loves them all.
Whether you’re in your 20s navigating life or in your 60s reminiscing over chai and memories, the Bestie Bracelet Collection is a radiant reminder of your unbreakable bond.
“For friendships so natural, only natural diamonds will do,” says Amit Pratihari, Managing Director, De Beers India. And truly, what better way to say “thank you for being my forever person” than with a sparkling bracelet that tells your story?
Inside the ‘Love, from Bestie’ Bracelet Collection
Here’s why this collection is making waves:
- Four elegant designs, sold in pairs — one for you, one for your bestie.
- Crafted in natural diamonds, symbolising rarity, authenticity, and forever value.
- A tribute to shared journeys, unspoken understanding, and the joy of simply being there.
Whether you’re celebrating a decade of friendship, a recent reconnection, or simply want to make this Friendship Day unforgettable — this collection offers a thoughtful way to immortalize your story.
The De Beers Digital Experience — Made Just for India
De Beers has launched a dedicated microsite for Indian consumers www.diamondisforever.com — designed to make your gifting journey easy and heartfelt.
What you’ll find:
- A curated Bestie Bracelet catalogue
- Store locator for nearby participating retailers
- Tips to understand the value and beauty of natural diamonds
Real Stories, Real Sparkle
The campaign features real-life besties — across ages and life stages — celebrating friendships that are as vibrant as ever. From everyday women to celebrity duos, these heartwarming stories will unfold on Instagram and across digital platforms, turning memories into moments you can treasure forever.
So this Friendship Day, say it with Diamonds
Gifts come and go, but a natural diamond lasts forever — just like your bond with your best friend. This Friendship Day, elevate the celebration by gifting a piece of your heart — a Bestie Bracelet from De Beers that sparkles with every memory, every laugh, and every promise you’ve shared.
So go on — remind her that she’s your once-in-a-lifetime, and you wouldn’t trade that friendship for the world.
Because when words fall short, diamonds speak.
