De Beers needed to be more culturally relevant to Chinese luxury audiences. Havas helped connect the brand to the Miao women’s arts preservation project and put the brand’s support of Chinese intangible cultural heritage into quick and effective action.De Beers needed to be more culturally relevant to Chinese luxury audiences. Havas helped connect the brand to the Miao women’s arts preservation project and put the brand’s support of Chinese intangible cultural heritage into quick and effective action.