De Beers’ latest minute-long black-and-white advertisement subtly challenges lab-grown diamonds while celebrating father-daughter relationships. Created by 82.5 Communications, the spot features a father who declares, “For you, only natural diamonds,” as he reflects on his daughter’s journey through life’s challenges.

The ad portrays a father who understands his daughter’s teenage struggles, emotional development, and expressions of individuality—including a second ear piercing—as meaningful milestones worth commemorating with natural diamonds.

By positioning natural diamonds as the authentic choice for celebrating significant moments, De Beers makes a strategic marketing move amid growing competition from lab-grown alternatives, which are gaining popularity due to their lower cost.

De Beers India’s Managing Director Amit Pratihari recently stated to Mint that while lab-grown diamonds have established their own market, he doesn’t see them replacing natural diamonds, reinforcing the company’s stance on maintaining distinction between the two products.