De Beers partners with cricketer Abhishek Sharma to highlight natural diamonds in India

De Beers Group has collaborated with Indian cricketer Abhishek Sharma as part of its marketing efforts to promote natural diamonds in the Indian market.

Through this association, Sharma will feature in the brand’s marketing communication around natural diamonds, reinforcing their connection with personal identity, self-expression, and life’s milestones. The cricketer, who plays across India’s domestic and league cricket circuits, has built a growing public profile through his performances on the field.

According to the company, the partnership is designed to position natural diamonds as symbols of individuality and meaningful personal moments. Sharma has also been seen wearing natural diamond jewellery as part of his personal style.

Speaking about the collaboration, Abhishek Sharma said, “I’m looking forward to partnering with De Beers as they share my passion for the timeless elegance of natural diamonds. I’ve always been drawn to diamonds for their understated sophistication and the unique story each one tells. This collaboration feels like a natural fit, and I’m excited to create something special together while celebrating the meaning and legacy of natural diamonds.”

Commenting on the announcement, Toranj Mehta, Vice President – Marketing, De Beers India, said that Sharma represents qualities associated with natural diamonds.

“Abhishek embodies the character of natural diamonds through his confidence, authenticity, and clarity of self. He does not just wear diamonds; he reflects what they stand for rarity, resilience, and inner fire. At De Beers Group, we focus on the emotional meaning diamonds hold, and Abhishek’s choice to wear them during important moments of his career makes this a powerful and contemporary narrative. We are thrilled to celebrate this moment for Indian cricket with him,” Mehta said.