De Beers India has announced the second edition of its Friendship Day campaign, Love, from Bestie, which will be held on August 1 and 2 across 60 retail partner stores, including Forevermark Diamond Jewellery outlets, in nine Indian cities. The activation is aimed at encouraging consumers to celebrate friendship through natural diamond jewellery and in-store experiences.

The campaign will be hosted in Mumbai, Delhi, Bengaluru, Chennai, Pune, Kanpur, Kochi, Coimbatore and Nagpur. Visitors attending as best friend pairs will be able to view the Bestie Bracelet Collection, comprising four natural diamond bracelet designs created to be worn as pairs. The collection includes a BFF design using baguette and round diamonds in Morse code, along with interlocking and split-circle motifs.

Alongside the jewellery collection, participating stores will offer a three-part in-store activation. The experience includes a nail-art session under Bond Together, a bag charm-making activity titled Create Together, and a photo opportunity followed by signing a 'Bestie Contract' during the Capture Forever segment. The activation is complimentary for visitors attending as best friend duos.

Commenting on the initiative, Toranj Mehta, Country Head, Category Marketing, De Beers India, said, "The truest friendships cannot be manufactured, they simply unfold naturally. Love from Bestie struck a chord because it gave women a meaningful way to celebrate a relationship that rarely gets its own dedicated occasion their lifelong friendships. In year 2, De Beers is evolving this sentiment into a proper ritual that consumers can look forward to every Friendship Day. From the intricate designs of the bracelets to the curated experiences we are building at retail, every element is designed to help women mark a bond that is as enduring and real as a natural diamond."

Consumers can register for the activation through De Beers India's dedicated campaign platform before visiting participating stores. The initiative forms part of the company's seasonal retail engagement strategy around Friendship Day.