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

Stores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.

The charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.

The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.

Experience gemstones with greater precision and comfort than ever before.

The watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.


This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.

It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.

Submit your pieces for a chance to win in this year's competition.

The trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.

Ara Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.

The live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.

Sponsored by Overnight Mountings

The supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.

Blue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.

“Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.

Participants now have until Oct. 14 to complete their submissions.

The alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.

Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.

In the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.

The 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.

It is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.

These jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.

The fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.

The AGTA president was elected for a two-year term on the board of directors.

The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.

The new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.

The special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.























