De Beers doubles down on natural diamonds with new campaign
De Beers Group has intensified its efforts to boost demand for natural diamonds, unveiling a new phase of its global ‘Desert Diamonds’ marketing campaign.
Chamwe Kaira De Beers Group has intensified its efforts to boost demand for natural diamonds, unveiling a new phase of its global ‘Desert Diamonds’ marketing campaign. The company aims to capitalize on growing consumer interest while distinguishing natural stones from synthetic alternatives. The renewed focus on natural diamonds carries particular weight for diamond-producing countries such as Namibia, Botswana, Angola and South Africa, where economies and mining sectors derive substantial value from natural diamond production.
Diamonds remain critical to Namibia’s economy. The country produced 556,000 carats of diamonds in the first quarter ending 31 March 2026, up from 459,000 carats in the fourth quarter of 2025. Debmarine Namibia produced 1,435,000 carats in 2025.
