Diamonds Do Good Launches ‘My Diamond Does Good’ Consumer Campaign

Diamonds Do Good has launched “My Diamond Does Good,” a new consumer-focused campaign aimed at bringing the personal stories and broader social impact associated with natural diamonds to audiences beyond the traditional jewellery industry.

Supported by the JCK Industry Fund, the initiative focuses on the emotional significance of diamond jewellery, using authentic experiences from consumers and creators to build a stronger connection with natural diamonds and the communities linked to their journey.

The campaign features four fashion and lifestyle creators: Helene Cortez, Beth Jones, Molly Stillman and Haley Jordan. Each creator will share the story behind a natural diamond piece they already own, explaining its personal significance and the memories associated with it. Diamonds Do Good has clarified that the jewellery featured was not provided as part of the campaign, allowing the narratives to remain rooted in genuine personal experiences.

According to Nancy Orem Lyman, Executive Director of Diamonds Do Good, the campaign is designed around storytelling rather than simply communicating facts about diamonds. The organisation believes personal connections can provide an effective entry point to conversations about the people, communities and positive impact associated with natural diamonds.

The campaign will initially roll out through the creators’ social media platforms, followed by a paid digital campaign designed to extend its reach among consumers who may not typically engage with diamond industry content.

As part of the initiative, audiences will also be directed to the Diamond Personality Quiz, an interactive tool intended to deepen engagement and provide insights into consumer preferences.

Diamonds Do Good plans to assess the campaign through metrics including audience reach, video performance, social engagement and quiz participation, using the results to understand which stories and messages resonate most effectively with consumers.