De Beers London launches new Lotus collection campaign

De Beers London has kickstarted a new international campaign for its Lotus by De Beers collection, which the luxury diamond jewellery house said marks a new chapter in its creative journey.

The company said the Lotus line, which debuted in 2009, is coming back with “renewed clarity”, as “a modern expression of inner strength, designed to be worn instinctively and to remain”.

The refreshed range is made up of white and rose gold pendants, rings and earrings, each with its classic four-petal motif with a diamond in the middle.

The collection’s band ring has been reworked as a thinner piece that is easier to stack, while its new earrings and pendants target a simpler and more contemporary appearance.

De Beers said the range’s original flower design was inspired by the wetlands of Southern Africa, notably Botswana’s Okavango Delta, which the brand said is characterised by “water, light and cyclical renewal”.

To celebrate the campaign, De Beers commissioned a film shot by Anthony Seklaoui and directed by Ben Miethke that strove to capture “a balance between movement and stability”.

Commenting on the launch, De Beers said: “Designed to be worn from morning to night, each piece moves naturally with the wearer. Worn alone or layered, they become part of a personal rhythm rather than a defined occasion. More than a motif, Lotus becomes a presence – worn daily, lived with, and carried forward.”