De Beers Group has rolled out a campaign, ‘Love, from Universe’, introducing its natural diamond intention pendant.

The film follows a young woman creating her vision board for 2026, a familiar yet powerful ritual capturing ambition, optimism, and self-reflection. Anchored in the cultural momentum around manifestation and personal visioning, the ad traces how each image she selects becomes a mirror for the life she’s shaping and the values she’s choosing to elevate. The narrative culminates in a decisive moment where jewellery becomes a conscious choice rather than a passive possession.

What we think about it: The ad takes a simple premise and turns it into a crisp, evocative narrative about intention. Rather than showcasing jewellery as a status symbol or celebratory purchase, the film reframes it as an intentional choice woven into her self-definition. The focus isn’t on sparkle, but on meaning.

The film released on 1 December.