At the Bezos-Sánchez nuptials, Kim Kardashian — poured into a body-skimming, sparkling brown négligée-style gown — dazzled under the Venetian sun in more than 340 carats of diamonds from London-based jeweler Moussaieff. The pieces commanded attention not only for their size, but also for their color, ranging from icy white stones to the warmer shades of champagne, cognac and chocolate.

Kardashian’s choice captures a shift that has been building over the past five years, as both designers and consumers embrace diamond colors that were once rarely set. Perhaps, unwittingly, Kardashian also provided the perfect prelude to De Beers’s new Desert Diamonds campaign, first announced by CEO Al Cook in June in Las Vegas and launched publicly at Frieze in London in October.

Kim Kardashian in more t

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