‘Diamond Divas’ Brings the Showroom to Social Media Reality Series
It follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.

The concept blends brand storytelling with the entertainment value of reality TV as a new approach to brand campaigns, which it describes as “Say Yes to the Dress” meets “The Office.”
Created specifically for social media, the vertical-format, one-minute episodes spotlight the all-women team behind her brand’s New York City showroom as they navigate the complexities of love, relationships, and the fine jewelry world.
“With episodics becoming table stakes on social [media], we wanted to create something people hadn’t seen before: a smart, emotional, and hilarious take on the bridal world. So, we went all in. We used our entire annual marketing budget to make Diamond Divas—it became our baby, and my top priority,” said Karimi.
The series shows behind-the-scenes content of a jewelry brand with no catfights or villains, “just a crew of fashionable friends and co-workers turning chaos into comedy—and love into a team sport,” it said.
Season one, which debuted on June 5, includes outrageous clients, unfiltered moments at lunch, and new kinds of love stories.
Karimi leads as executive producer and founder of her brand, starring alongside the women working in her showroom.
Sophia Strawser is the showrunner with Jesse Korman and James Matthew Daniel as the directors.
“We were tired of the founder-as-influencer formula. We wanted to showcase the brilliant women behind our brand, the outrageous clients we work with, and the stunning pieces we all obsess over—all while shifting how culture thinks about love,” said Karimi, who is the designer behind actress Kaley Cuoco’s engagement ring.
“Proposals today aren’t about waiting or ultimatums. They’re a mutual decision. Egalitarian. Expansive. For all couples—straight, queer, poly—everyone.”
Diamond Divas releases three episodes per week, on Monday, Wednesday, and Saturday, via Shahla Karimi Jewelry’s Instagram, TikTok, and YouTube channels.
The season finale will be posted on Aug. 30, with a total of 37 episodes.
On the prospects of a second season, Karimi said, “The fact that we’ve already been picked up by an award-winning production company to shop the series? Beyond what we imagined. And none of it could’ve happened without the incredible women I get to work with every day.”
“Stay tuned … we’re just getting started,” said the show.
SEE: Episode One of Diamond Divas
The Latest

She was remembered as a creative and generous woman of faith, who also had a sweet tooth.

The “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.

The New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.

Move over neck mess, the ear story is the way to make a layering statement today.


Holiday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.

Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

The red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.

A trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.

Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.

The manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.

The jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.

The Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.

The 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.

De Beers’ refreshed, multipronged approach, which includes generic promotions and retail partnerships, is delivering positive dividends.
They are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.

Jewelry manufacturer Jewelex has partnered with JOSH, an industry training center, on a program for people with disabilities.

The collection includes pieces dating back to the Victorian and Art Deco periods as well as mid-century and late 20th-century designs.

He previously served as co-chair of the nonprofit’s beneficiary committee.

Its second collaboration with the conservationist features jewelry with dove and olive branch motifs.

The diamond manufacturer’s new company will provide accessible and affordable high-quality medicines across India.

Emmanuel Raheb shares tips on how a jeweler’s showcases, marketing, and social media presence can whisper, instead of shout.

The private equity firm has a plan to revive the mall staple.

The “Super Book of Gems” dives into the Mohs Hardness Scale, the Four C’s, and designs from jewelers like Cartier and Bulgari.

Claudio Pasta will take the lead at the Italian fine jewelry brand, succeeding company founder Licia Mattioli.

The new lab-grown diamond jewelry offering is the latest expansion of the designer’s “Bliss” collection.