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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.
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