Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador
The 2025 Australian Open champion is the jewelry brand’s first athlete 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.”
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.
The Latest

The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

Luxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

It follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.


In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

Sponsored by the Gemological Institute of America

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.