LONDON — White diamonds aren’t the only rocks in town, according to De Beers Group , which on Friday will unveil a major campaign dedicated to a new collection of earth-toned stones called Desert Diamonds.

The campaign will roll out in the U.S., followed by India and China in 2026. The company described the new diamond offer, which ranges in color from warm whites to champagne and amber tones, as a “pivotal move,” and a direct response to consumer demand.

In an interview, Sandrine Conseiller, chief executive officer of De Beers Brands, said that consumers had expressed “a very strong need for individuality and authenticity. People want to have a diamond that mirrors their uniqueness and individuality. They don’t want something mass, or what someone else has.”

Conseiller, who overs

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