De Beers London Campaign Speaks to Jewelry’s Endurance

By Karen Dybis | April 08, 2026

The new De Beers London campaign, aimed at the self-purchasing woman, shows in its images and video how fine jewelry endures and can be a constant reminder of one’s self in an otherwise ever-changing world.

The campaign centers on the Lotus by De Beers collection. De Beers London, the brand formerly known as De Beers Jewellers, tells JCK it is expanding Lotus, a line originally introduced in 2009, with additional designs and colorways, following an overall refresh of the collection in 2025.

De Beers London will concentrate the campaign in its main markets—the United States, United Kingdom, France, and China—advertising in print, on social media and other digital platforms, and in outdoor media such as billboards, transit ads, and sidewalk benches.

De Beers London new — *The expanded Lotus collection offers slimmer profiles on rings and other pieces, for jewelry that is easy to stack.*

New Lotus marketing is designed to show the wearer’s inner strength and how De Beers jewelry represents it, according to a company statement. A central theme—inspired by the growth of the lotus flower, which is rooted beneath the surface of the water but flowers above it—is an individual’s evolution and change.

“With this campaign, we open a new chapter for De Beers London—one that deepens our connection with the De Beers woman. It signals a more intentional expression of the brand, grounded in meaning, emotion, and lasting relevance,” De Beers London chief executive Emmanuelle Nodal tells JCK.

In an interview with The New York Times earlier this year, Nodale said the company is focusing its fine jewelry efforts on signature collections such as Lotus and Talisman, as it seeks to balance bridal business with “an emotional, design-driven brand centered on icons and storytelling.”

The Lotus collection features a four-petal design in rings, earrings, and pendants, with round brilliant diamonds set in white or rose gold. One new addition is a slimmer band, to allow for stacking.

De Beers London campaign — *A focus of De Beers’ new jewelry campaign, the Lotus collection is one of the brand’s icons.*

Photos for the new campaign were shot by Anthony Seklaoui. One image shows a model, wearing a dress shirt and jeans, within a city—perhaps suggesting a younger fine jewelry buyer who is just starting her career.

In other pictures, the woman is dressed in more sophisticated clothing and looking directly at the viewer, her jewelry a prominent fashion statement. She is elegance and luxury personified.

A related film, created by director Ben Miethke, explores the meaning of permanence in our lives. The woman moves through her busy city life, from morning to evening. The weather seems to cool, then warm. Yet she wears Lotus jewelry throughout, her constant in a world that challenges her but also offers opportunities.

De Beers London has said it chose the lotus flower as a motif in tribute to the wetlands of southern Africa, the Okavango Delta in Botswana (source of De Beers diamonds) in particular—“a landscape shaped by water, light, and cyclical renewal.”

Top: De Beers London’s new Lotus campaign spotlights the self-purchasing woman. (Photos courtesy of De Beers London)