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De Beers Group Introduces Desert Diamonds Icons

Supported by the diamond industry’s largest marketing budget in 15 years, Desert diamonds Icons will launch ahead of the end of year holiday season and build on the Desert diamonds campaign’s success in driving natural diamond desire

LAS VEGAS, US - Media OutReach Newswire - 15 June 2026 - At the annual JCK Las Vegas Show – the largest jewellery event in the global calendar – De Beers Group today set out its view on the way forward for the natural diamond sector, calling on the trade to work together to capitalise on the early success of the Desert diamonds 'beacon' campaign with the introduction of Desert diamonds Icons.

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