In October of 2025, De Beers announced a new advertising campaign for natural diamonds with warm, earthy colors they call “desert diamonds”.

While the term “desert” might lead you to think that these diamonds were mined in deserts, that isn’t necessarily the case. Rather, De Beers uses this phrase to refer to stones whose color falls within the range of off-white, yellow, to deep brown. Basically, it is a romantic slogan intended to evoke visions of the colors of the world’s deserts. Previously, you might have seen diamonds that fall into the desert diamond range described using terms such as champagne, whiskey, and amber.