De Beers has launched a Qixi Festival campaign titled “The Joy of Gifting,” featuring brand ambassador Tan Jianci and envoys Bai Lu and Zeng Shunxi in three short films that explore different forms of love and gifting. Tan discovers a hidden diamond ring in The Anonymous Gift, symbolizing self-worth. Zeng prepares a surprise for a friend in Secret Gift, while Bai celebrates self-love in Unwrapping Ritual with a personal gifting moment. The campaign showcases De Beers’ signature collections — Enchanted Lotus Bloom, Portraits of Nature, and De Beers RVL.