De Beers Group's 'Love, From Bestie' Turns Friendship Day into a Lasting Ritual with Natural Diamonds

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De Beers Group's 'Love, From Bestie' Turns Friendship Day into a Lasting Ritual with Natural Diamonds

MUMBAI, India , Sept. 1, 2026 /PRNewswire/ -- Not every milestone comes with a date on the calendar, some come with a best friend by your side. The people we choose to grow with, celebrate with and turn to through every version of life are increasingly becoming relationships worth marking. Recognising this shift, De Beers Group's 'Love, From Bestie ' brings natural diamonds into a new kind of celebration, on e centred on the friendships that are rare, enduring and entirely your own.

Over the Friendship Day weekend on 1 st and 2 nd August 2026, ' Love, From Bestie' came to life acros s natural diamond retail partner stores in India through a series of thoughtful, frien dship focused experiences. Besties could capture their bond through professionally shot portraits , beautifully framed to take home, while personalised nail art , custom bag charms and playful ' BFF Contracts' added a creative touch to the celebration.

The experiences gave friends a chance to celebrate their bond in ways that felt personal and memorable, drawing more than 2,000 visitors and a conversion rate of 15% across 60 participating natural diamond retail stores nationwide over the weekend.

At the heart of the campaign is the Bestie Bracelet Collection , created around a simple but meaningful idea: one for you, one for your bestie . Each bracelet becomes a personal expression of the friendship it represents, capturing the rare, enduring bond between two best friends.

Bringing the idea to life are some of India's much loved celebrity bestie duos , Sara Tendulkar & Banita Sandhu, Mallika Dua & Shweta Tripathi , as well as Sanaya Irani & Drashti Dhami . Across a series of social cont ent, the duos opened up abou t their friendships, sharing hilarious insider moments, personal milestones and the unwavering support that keeps their bonds strong.

Commenting on the campaign, Ms. Toranj Mehta, Country Head – Category Marketing, De Beers Group India , said, "We often think of natural diamonds in the context of traditional milestones, but the way people celebrate important relationships is changing. What makes a natural diamond special is its rarity, individuality and the fact that it is created over billions of years. There is a beautiful parallel with friendship. The strongest ones are built over time, shaped by shared memories and are unlike any other relationship. 'Love, From Bestie' is about recognising that connection and celebrating this ritual beyond of a single day, with something that is equally unique and lasting."

The conversation extended beyond celebrity friendships through a candid Friendship Day podcast hosted by the new age portal, Tweak, bringing together young changemakers including Ida Ali, Anshita Mehrotra, Khanak Gupta and Suramya Jain . The panel explored how G en Z is redef ining friendship, from navigating career ambitions and major life changes to finding a support system in the people closest to them.