Largest category marketing investment in 15 years supports Desert diamonds’ debut in Asia, opening a brilliant new chapter for natural diamonds

SHANGHAI, CHINA – Media OutReach Newswire – 30 July 2026 – De Beers Group hosted the Desert diamonds Asia launch event in Shanghai on 29th July, marking the official arrival of the Desert diamonds beacon in China, embodying the spirit of “authenticity, individuality and inner radiance”. This is the first new beacon launched by the Group in over a decade. Backed by its largest category marketing investment in 15 years, the campaign champions a renewed perspective for natural diamonds and aims to unite the industry, further underscoring the strategic role of China in shaping future demand for natural diamonds and supporting the industry’s long-term growth.

First unveiled in 2025 at the JCK Las Vegas Show, the Desert diamonds beacon marks a new chapter in the celebration of natural diamonds. Drawing inspiration from the desert landscapes that echo the ancient desert routes of Dunhuang and the lingering charm of the Silk Road, Desert diamonds pays tribute to the untamed authenticity of natural diamonds, celebrating a spectrum of colours from warm whites to champagne tones and amber hues. Desert diamonds jewellery has been seen on international stages – worn by celebrities such as Taylor Swift, Rihanna, Bad Bunny, Doja Cat, and Aryna Sabalenka. By bringing the beacon to China, De Beers Group aims to meet the growing consumer demand for self-reward, emotional gifting, and milestone celebrations — reaffirming the enduring desirability of natural diamonds for a new generation of consumers.

Departing from traditional jewellery marketing, De Beers Group has creatively invited “Real People” to interpret the unique allure of Desert diamonds. These “Real People” are not celebrities or professional models, but pioneering individuals from diverse fields who dare to pursue authenticity and illuminate their individuality through their own stories. They vividly embody the authenticity, individuality and inner radiance that Desert diamonds represent, through their personal journeys. This groundbreaking approach forges a deeper resonance between natural diamonds and genuine emotions, echoing today’s consumer desire for sincere and diverse narratives.

Lynn Serfaty, General Manager, Natural Diamonds, De Beers Group, said, “From red carpets to everyday life, consumers want a natural diamond that tells their personal story – a unique symbol for life’s most precious moments. Following its global success, we are confident in bringing Desert diamonds, a natural inspiration from the desert to China.”

She added: “Our research shows that Desert diamonds resonate strongly with Chinese consumers: 95% desire to own them, 94% find them distinctive, and 96% consider them innovative. Consumers increasingly see jewellery as a key expression of emotional connection and self-affirmation. The authenticity, individuality and inner radiance they seek are the soul of Desert diamonds. I’m delighted to see the industry is uniting to reignite passion for natural diamonds and shape a brilliant future.”

Departing from conventional advertising fronted by celebrities, De Beers Group has for the first time selected four “Real People” through authentic storytelling, breaking away from the traditional celebrity endorsement model. Each of them interprets the campaign’s theme — “Authenticity” — through their unique life stories: embracing every mark of life with truth, the singular stance of being born one of a kind, and the brilliant light that shines from deep within.

In China, consumers are increasingly drawn to jewellery that is authentic, rare, and everlasting — a clear shift toward self-expression through pieces that reflect authenticity, individuality, and inner radiance. De Beers Group observes that today’s consumers seek not only the timelessness of natural diamonds but also designs that are distinctive, personal, and value-driven — Desert diamonds perfectly embodies this exceptional realm of effortless refinement.

Leading retailers Chow Tai Fook, Chow Sang Sang and TSL | Tse Sui Luen, which are the strategic partners of the Desert diamonds campaign, have been developing collections that showcase the desert-inspired palette, underscoring the industry’s strong confidence in the campaign. The retailers will debut their Desert diamonds jewellery collections at the launch and lend their firm support to the campaign in future marketing initiatives.

Created to resonate with a new generation, this campaign targets young consumers through a holistic media and digital strategy. Today’s young consumers are proudly embracing tradition, finding meaning in their cultural roots. The creative storytelling parallels each diamond’s natural journey with the wearer’s own path, allowing the authenticity, individuality and inner radiance of Desert diamonds to strike a chord, and reinforcing that every Desert diamond and every individual is one of a kind. This narrative also echoes a timeless legacy of diamonds as the indestructible stone, a symbol of resilience and everlasting brilliance, and qualities this generation deeply admires. The campaign will steadily ramp up marketing investment, harnessing robust media and social influence to establish Desert Diamonds as the preferred choice of discerning consumers.

Beyond engaging consumers and retailers, the Desert diamonds campaign supports national efforts to drive quality consumption and product innovation. It aligns with the Shopping in China initiative, which promotes high-quality goods with strong provenance, traceability and sustainability. De Beers Group is leveraging the launch to drive natural diamond category education in China and champion premium natural diamond jewellery. With a focus on brand building, quality assurance, product innovation and sustainable development, Desert diamonds provides Chinese consumers with a trustworthy, high-quality choice, supporting the high-quality development of China’s consumer market and the initiative’s goal of stimulating domestic consumption.

Building on its global momentum, Desert diamonds has become a powerful cultural phenomenon. In the U.S., it has captured attention on red carpets and through high-profile celebrity engagements, with warm-toned diamonds growing increasingly visible across fashion, music, and entertainment. Retailers who took part in the initial U.S. campaign reported higher foot traffic and a surge in enquiries tied to life milestones – clear signs of growing consumer desire for these naturally warm diamonds at life’s defining moments. By drawing a parallel to the wearer’s own journey, the campaign positions Desert diamonds not just as gems, but as emotional keepsakes rooted in the earth and elegant symbols of true individuality and enduring meaning.

Please follow the official accounts to find more information regarding Desert diamonds.

De Beers Group Official Website www.debeersgroup.com
Natural Diamond Instagram Page：@ADiamondisForeverhk

Hashtag: #Naturaldiamonds #Diamonds #DeBeersGroup #Desertdiamonds #ADiamondisForever

The issuer is solely responsible for the content of this announcement.

About De Beers Group

Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group’s strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers London and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services. De Beers Group is committed to ‘Building Forever,’ a holistic and integrated approach to sustainability that underpins our efforts to create meaningful impact for the people and places where our diamonds are discovered. Building Forever focuses on three key areas where, through collaborations and partnerships around the globe, we have an enhanced ability to drive positive impact; Livelihoods, Climate and Nature. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.

Where the spirit of Muay Thai meets eight decades of retail heritage: a special-edition bag available from 1 July 2026 at participating Central Department Stores and Rajadamnern Stadium.

BANGKOK, THAILAND – Media OutReach Newswire – 30 July 2026 – Two Thai legends have joined forces on a collaboration that lets travellers carry a piece of Thai culture with them. Central Department Store, under Central Retail, Thailand’s leading department store, and Rajadamnern Stadium, one of the country’s most treasured cultural landmarks and a home of Muay Thai, have launched the Central x Rajadamnern Stadium Bag. The bag is available from 1 July to 31 October 2026, or while stocks last.

The magic lies in how the bag brings their stories together.
The limited-edition bag reimagines Muay Thai in contemporary form, bringing together the signatures of both institutions for shoppers and travellers around the world to experience and own.

• Central Department Store revives the classic logo it used between 1947 and 1973, marking a return to the heritage and legacy of the store’s founding era.
• Rajadamnern Stadium brings the Yant PaedTidt (Eight-Direction Yantra), an ancient sacred symbol believed to offer protection, courage and strength from every direction — qualities that echo the heart of Muay Thai.
• Central Department Store’s red meets Rajadamnern Stadium’s signature blue, uniting both identities in one design.
• The choice of a fabric tote reflects Central Department Store’s commitment to sustainability.

Own the collaboration everyone is talking about.
Free with a qualifying purchase between 1 July and 31 October 2026, or while stocks last:

• Central x Rajadamnern Stadium Bag Red version: Free with a purchase of 15,000 Baht or more at nine participating Central stores: CENTRAL @ centralwOrld, Central Bangrak, Central Rama 9, Central Phuket, Central Patong, CentralFestival Samui, CentralFestival Chiangmai, Central Udonthani and Central Pattaya Beach.
• Central x Rajadamnern Stadium Bag White version: Free with a purchase of 20,000 Baht or more at Central Chidlom.

Take Home the Collectible for 990 Baht

• The Central x Rajadamnern Stadium Bag Red version is available for purchase from 25 July 2026 at 23 participating Central stores: Central Chidlom, CENTRAL @ centralwOrld, Central Ladprao, Central Pinklao, Central Bangna, Central EastVille, Central Silom Complex, Central Rama 2, Central Rama 3, Central Chaengwattana, Central Ramindra, CentralPlaza WestGate, Central Future Park Rangsit, CENTRAL @ Megabangna, Central Nakhon Pathom, Central Fashion Island, CentralFestival Samui, Central Phuket, CentralFestival Hadyai, CentralFestival Pattaya Beach, CentralFestival Chiangmai, Central Khonkaen and Central Udonthani.
• The Central x Rajadamnern Stadium Bag Red and White versionsare available for purchase from 1 July 2026 at the Rajadamnern Stadium Official Store.

Something worth taking home

For shoppers, it is more than a bag. It is a combined expression of Muay Thai spirit and Thai retail heritage, shaped by two Thai legends and created for travelers to carry home. The collaboration has also earned the endorsement of the Tourism Authority of Thailand (TAT), whose current strategy prioritises quality of experience over visitor volume. By leveraging Thailand’s cultural capital — from Muay Thai and Thai cuisine to locally rooted products and destinations — TAT aims to create meaningful value for travellers and the tourism sector alike.

Learn more:

• For Central Department Store’s special activities and offers, follow Facebook: Central Department Store and Instagram: Central Department Store
  
• For tourist privileges and services, visit: www.central.co.th/en/tourist
  
• For the latest from Rajadamnern Stadium, follow Facebook, Instagram and TikTok: Rajadamnern Stadium.
• For Muay Thai tickets, visit: rajadamnern.com

Hashtag: #CentralDepartmentStore #RajadamnernStadium #MuayThai

http://www.central.co.th/en/tourist
https://www.facebook.com/CentralDepartmentStore/
https://www.instagram.com/centraldepartmentstore/?hl=en
https://rajadamnern.com/

The issuer is solely responsible for the content of this announcement.

About Central Retail

Central Retail Corporation Public Company Limited (“the Company” or “Central Retail”) is the leading Multi-Format, Multi-Category, Omnichannel Retail and Wholesale platform in Thailand and Vietnam. The Company has a network of 3,777 stores (as of 31 March 2026) such as department stores, specialty stores, supermarket, hypermarket, wholesale, and retail plaza. Central Retail’s business is organized into 4 operating segments based on business units; (1) Food, which focuses on groceries and items including products and services for both people and pets under portfolio of retail and wholesale banners, for example, TOPS, TOPS FOOD HALL, TOPS FINE FOOD, TOPS DAILY, TOPS CARE and GO WHOLESALE in Thailand and Big C / GO! hypermarket, Tops Market Vietnam, go! and Lan Chi Mart in Vietnam; (2) Hardline, which focuses on electronics, home improvement, stationery, office equipment, book, and e-Book under portfolio of retail banners, for example, Thaiwatsadu, Thaiwatsadu x BnB home, Auto1, Power Buy, OfficeMate, B2S, Meb, and Nguyen Kim; (3) Fashion, which focuses on apparel and accessories under portfolio of retail banners, for example, Central Department Store, Robinson Department Store, Supersports, and Central Marketing Group; (4) Property, which focuses on leasing retail property to third parties and to its own stores at retail plazas, for example, Robinson Lifestyle, Tops Plaza, and Big C / GO! mall Vietnam. As of 31 March 2026, Central Retail has a presence in 2 countries: comprising of 63 provinces in Thailand and 26 provinces in Vietnam.

Rajadamnern Stadium is the world’s first Muay Thai stadium. It remains the birthplace of Muay Thai’s official ranking system and championship belt, and a living arena where every fight night begins with a ritual dance honouring teachers, discipline and history through an immersive experience.

About Both Partners

Central Department Store stands as the country’s foremost department store and the curated retail lifestyle destination, bringing together trend setting, high-quality and unique assortment, lifestyle experiences, and world-class services that inspire customers. With branches across Thailand, Central Department Store offers a comprehensive retail universe spanning beauty, fashion, watches and jewellery, mom and kids, home, bedding, small appliances, and elevated services designed to make every visit more than a shopping trip with stores across Thailand’s major tourist cities.

Where the spirit of Muay Thai meets nearly eight decades of retail heritage: a limited-edition bag available from 1 July 2026 at participating Central Department Store and Rajadamnern Stadium.

BANGKOK, THAILAND – Media OutReach Newswire – 30 July 2026 – Two established Thai institutions have come together on a collaboration that invites travellers to carry an expression of Thai culture with them. Central Department Store, under Central Retail, one of Thailand’s established department store names, and Rajadamnern Stadium, a historic cultural landmark in Thailand and a home of Muay Thai, have launched the Central x Rajadamnern Stadium Bag. The bag is available from 1 July to 31 October 2026, or while stocks last.

Its distinction lies in how the bag brings their stories together.

The limited-edition bag reimagines Muay Thai in contemporary form, bringing together the signatures of both institutions for shoppers and travellers around the world to experience and own.

• Central Department Store revives the classic logo it used between 1947 and 1973, marking a return to the heritage and legacy of the store’s founding era.
• Rajadamnern Stadium brings the Yant Paed Tidt (Eight-Direction Yantra), a sacred symbol traditionally associated with protection, courage and strength from every direction — qualities that echo the heart of Muay Thai.
• Central Department Store’s red meets Rajadamnern Stadium’s signature blue, uniting both identities in one design.
• The choice of a reusable fabric tote reflects Central Department Store’s commitment to more considered material choices.

Take Home a Distinctive Thai Collaboration.
Free with a qualifying purchase between 1 July and 31 October 2026, or while stocks last:

• Central x Rajadamnern Stadium Bag Red version: Free with a purchase of 15,000 Baht or more at nine participating Central stores: CENTRAL @ centralwOrld, Central Bangrak, Central Rama 9, Central Phuket, Central Patong, CentralFestival Samui, CentralFestival Chiangmai, Central Udonthani and Central Pattaya Beach.
• Central x Rajadamnern Stadium Bag White version: Free with a purchase of 20,000 Baht or more at Central Chidlom.

Take Home the Special-Edition Bag for 990 Baht

• The Central x Rajadamnern Stadium Bag Red version is available for purchase from 25 July 2026 at 23 participating Central stores: Central Chidlom, CENTRAL @ centralwOrld, Central Ladprao, Central Pinklao, Central Bangna, Central EastVille, Central Silom Complex, Central Rama 2, Central Rama 3, Central Chaengwattana, Central Ramindra, CentralPlaza WestGate, Central Future Park Rangsit, CENTRAL @ Megabangna, Central Nakhon Pathom, Central Fashion Island, CentralFestival Samui, Central Phuket, CentralFestival Hadyai, CentralFestival Pattaya Beach, CentralFestival Chiangmai, Central Khonkaen and Central Udonthani.
• The Central x Rajadamnern Stadium Bag Red and White versions are available for purchase from 1 July 2026 at the Rajadamnern Stadium Official Store.

Something worth taking home

For shoppers, it is more than a bag. It brings together the spirit of Muay Thai spirit and Thailand’s retail heritage, created by two celebrated Thai institutions and created for travelers to carry home. The collaboration is recognise by the Tourism Authority of Thailand (TAT), whose tourism direction places greater emphasis on quality experiences and sustainable value creation. By drawing on Thailand’s cultural strengths — from Muay Thai and Thai cuisine to locally rooted products and destinations — TAT seeks to create lasting value for travellers and Thailand’s tourism sector alike.

Learn more:

• For Central Department Store’s special activities and offers, follow Facebook: Central Department Store and Instagram: Central Department Store
• For tourist privileges and services, visit: www.central.co.th/en/tourist
• For the latest from Rajadamnern Stadium, follow Facebook, Instagram and TikTok: Rajadamnern Stadium.
• For Muay Thai tickets, visit: rajadamnern.com

Hashtag: #CentralDepartmentStore #RajadamnernStadium #MuayThai

https://www.central.co.th/en/tourist
https://www.facebook.com/CentralDepartmentStore/
https://www.instagram.com/centraldepartmentstore/?hl=en
https://rajadamnern.com/

The issuer is solely responsible for the content of this announcement.

About Central Retail

Central Retail Corporation Public Company Limited (“the Company” or “Central Retail”) is the leading Multi-Format, Multi-Category, Omnichannel Retail and Wholesale platform in Thailand and Vietnam. The Company has a network of 3,777 stores (as of 31 March 2026) such as department stores, specialty stores, supermarket, hypermarket, wholesale, and retail plaza. Central Retail’s business is organized into 4 operating segments based on business units; (1) Food, which focuses on groceries and items including products and services for both people and pets under portfolio of retail and wholesale banners, for example, TOPS, TOPS FOOD HALL, TOPS FINE FOOD, TOPS DAILY, TOPS CARE and GO WHOLESALE in Thailand and Big C / GO! hypermarket, Tops Market Vietnam, go! and Lan Chi Mart in Vietnam; (2) Hardline, which focuses on electronics, home improvement, stationery, office equipment, book, and e-Book under portfolio of retail banners, for example, Thaiwatsadu, Thaiwatsadu x BnB home, Auto1, Power Buy, OfficeMate, B2S, Meb, and Nguyen Kim; (3) Fashion, which focuses on apparel and accessories under portfolio of retail banners, for example, Central Department Store, Robinson Department Store, Supersports, and Central Marketing Group; (4) Property, which focuses on leasing retail property to third parties and to its own stores at retail plazas, for example, Robinson Lifestyle, Tops Plaza, and Big C / GO! mall Vietnam. As of 31 March 2026, Central Retail has a presence in 2 countries: comprising of 63 provinces in Thailand and 26 provinces in Vietnam.

Rajadamnern Stadium is the world’s first Muay Thai stadium. It remains the birthplace of Muay Thai’s official ranking system and championship belt, and a living arena where every fight night begins with a ritual dance honouring teachers, discipline and history through an immersive experience.

About Both Partners

Central Department Store stands as the country’s foremost department store and the curated retail lifestyle destination, bringing together trend setting, high-quality and unique assortment, lifestyle experiences, and world-class services that inspire customers. With branches across Thailand, Central Department Store offers a comprehensive retail universe spanning beauty, fashion, watches and jewellery, mom and kids, home, bedding, small appliances, and elevated services designed to make every visit more than a shopping trip with stores across Thailand’s major tourist cities.