De Beers Group is celebrating the power of intention, focus, and self-belief through its collaboration with the Mumbai Indians Women in the Women’s T20 League. The partnership highlights how natural diamonds can serve as anchors for performance, not just on the field, but in life.
Central to this initiative is the Natural Diamond Intention Pendant. Worn close to the heart, it acts as a personal reminder to stay centred, align intention with action, and visualise the best version of oneself. For the Mumbai Indians Women, the pendant is more than jewellery; it helps sharpen focus, embrace resilience, and bring their best game to every moment, on and off the pitch.
“Natural diamonds have always stood for resilience and brilliance. With this collaboration, we wanted to show that they can also be anchors for intention, helping individuals, whether athletes or anyone pursuing personal goals, visualise their best selves and bring focus to what matters most,” says Toranj Mehta, VP – Marketing, De Beers India.
Formed over billions of years under immense pressure, natural diamonds embody transformation, endurance, and focus—qualities mirrored in elite athletes and in the pursuit of personal ambition. Through this collaboration, De Beers frames diamonds not only as objects of beauty, but as companions in intentional living, inspiring confidence, clarity, and the pursuit of excellence.
The message is universal. Whether pursuing success in sport, work, or creative expression, clarity of intention is a quiet yet powerful differentiator. De Beers highlights a modern perspective on natural diamonds—one that speaks to focus, belief, and becoming the best version of oneself, on the field and in life.
The Natural Diamond Intention Pendants are now available across natural diamond jewellers. Visit A Diamond is Forever to locate a store near you and know more about the campaign.
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