De Beers is launching its largest industry-wide diamond campaign in over a decade. As lower-cost, mass-produced lab-grown diamonds gain share in the jewelry market and threaten the mystique of the “real thing,” the campaign, entitled “Unlike Anything,” is launched to remind consumers why natural diamonds – rare, unique and ultimately irreplaceable – stand apart with qualities no lab can reproduce.

“With Desert diamonds, the ancient sands of time meet today’s zeitgeist for authentic beauty,” Sandrine Conseiller, CEO of De Beers Brands, said in a statement. “Natural diamonds are unique and rare – no two are the same. Their colors have been forged by nature and perfected over billions of years.”

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