MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorMajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador
The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
Tennis star Madison Keys is Brilliant Earth’s newest ambassador.
San Francisco, Calif.—Brilliant Earth has tapped tennis star Madison Keys as its new brand ambassador.
The partnership marks the jewelry retailer’s entry into the world of professional sports, it said, noting that Keys is its first athlete ambassador.
Keys is the 2025 Australian Open champion and a Grand Slam champion.
She also founded Kindness Wins, a nonprofit which promotes kindness to yourself and others.
“Madison’s dedication to her craft, her advocacy for kindness, and her authentic approach to life align perfectly with our mission to create jewelry that celebrates beauty and responsibility,” said Pam Catlett, chief brand officer for Brilliant Earth.
“Just as Madison creates unforgettable moments on the tennis court, we believe in crafting meaningful pieces that capture life's most precious experiences and milestones.”
Related stories will be right here …
The partnership marks the jewelry retailer’s entry into the world of professional sports, it said, noting that Keys is its first athlete ambassador.
Keys is the 2025 Australian Open champion and a Grand Slam champion.
She also founded Kindness Wins, a nonprofit which promotes kindness to yourself and others.
“Madison’s dedication to her craft, her advocacy for kindness, and her authentic approach to life align perfectly with our mission to create jewelry that celebrates beauty and responsibility,” said Pam Catlett, chief brand officer for Brilliant Earth.
“Just as Madison creates unforgettable moments on the tennis court, we believe in crafting meaningful pieces that capture life's most precious experiences and milestones.”
The partnership will be commemorated with a limited-edition medallion necklace, set to debut this August.
“I’m thrilled to join Brilliant Earth, a brand that stands on such strong values while constantly bringing innovation to its industry and for its consumers,” said Keys.
“Their jewelry tells a story of care and purpose, which I deeply admire. I look forward to sharing this journey with my fans and inspiring others to shine brightly in their own way.”
Fans of Keys and the brand can follow their Instagram accounts for exclusive behind-the-scenes content starring Keys as she shares her life on and off the court.
Brilliant Earth will also highlight Keys’ favorite jewels in a curated selection that includes diamond tennis bracelets and statement earrings available on its website.
Fellow jewelry brand Catbird also recently named its first athlete ambassador, choosing WNBA player Nyara Sabally of the New York Liberty.
More on Majors
The Latest
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in AustinThe Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
Weekly QuizSep 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink DiamondThe Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in NovemberNYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé SaleU.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”
TrendsSep 03, 2025
Amanda’s Style File: A Perfect BirthstoneSapphire’s variety of colors make it the perfect birthstone for September.
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 SalesThe retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps DownNiccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in JapanThe three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ CollabThe collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
