Natural diamonds get a manifestation-themed reboot

De Beers Group unveiled ‘Love From Universe’, an integrated campaign that reframes natural diamond jewellery as a symbol of intention, emotional clarity and modern self-belief. Anchored in the cultural momentum around manifestation and personal visioning, the campaign introduces the natural diamond Intention Pendant, designed to resonate with women who see luxury not just as adornment, but as a personal ritual aligned to mindset and purpose.

The campaign film, featuring Shreya Dhanwanthary, follows a young woman creating her vision board for 2026, a familiar yet powerful ritual capturing ambition, optimism and self-reflection. The narrative culminates in a decisive moment where jewellery becomes a conscious choice rather than a passive possession. As she expresses, “To manifest my best life, a billion years of cosmic energy, from nature’s heart to mine; a natural diamond.”

The campaign also leverages the growing power of creator-led storytelling, with collaborations featuring cultural and sporting icons Tamannaah Bhatia, Athiya Shetty and Sania Mirza. Each brings her own lens to the idea of manifestation, creating personal vision boards while wearing the Intention Pendant.

Together, they embody the modern woman who embrace individuality, celebrate personal growth, and welcome the universe with openness and trust. Complementing this, is the launch of Manifestival 2026, an immersive on-ground experience inviting leading influencers to craft their own vision boards in a guided, shareable setting.

Love From Universe is a high-impact 360° initiative, spanning 16 key cities across India with a calibrated media mix including television, print, radio, cinema, outdoor, digital, and social platforms. Mumbai and Delhi anchor the campaign with marquee print placements and premium outdoor visibility, establishing cultural salience and top-of-funnel awareness.

The collection will be available through 20+ manufacturing partners’ national retail networks. Additionally, campaign assets are hosted on the Indian Natural Diamond Retailers Alliance (INDRA) portal, allowing partners to localise creatives and storytelling for their specific markets, ensuring both consistency and flexibility.

Running through the end of January 2026, ‘Love From Universe’ is strategically timed with the season of new beginnings when goal-setting, reflection, and transformation resonate most. By aligning natural diamonds with personal intention rather than occasion-driven gifting, De Beers Group marks a shift in how luxury, emotion, and modern aspiration intersect.

Campaign’s take: De Beers’ new Love From Universe campaign arrives at a moment when the natural diamond business is feeling the squeeze, quite literally. A decade of lab-grown disruption has recut the market, with consumers gravitating toward cheaper, ‘ethical’ stones that promise sparkle without the sticker shock. The result is that a category once synonymous with eternal luxury is suddenly forced to defend its cultural relevance.

This campaign attempts a creative countermove by tapping into the zeitgeist of manifestation, vision boarding and the slow-life aesthetic that has flooded social feeds. Instead of romance and proposals, this is meant to be slower mornings, gentler laughter, love that feels like home, which are framed as the emotional terrain where natural diamonds belong.

The narrative leans hard into geology-as-metaphor: beauty formed in stillness, shaped by pressure, revealed in light. It’s an elegant pivot, positioning natural diamonds not as status markers but as physical anchors for personal intention.

For a category in crisis, the message is clear: if diamonds are to survive the lab-grown wave, they need new narratives—ones that feel human, grounded and quietly ambitious.