‘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

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

The jeweler’s largest store yet is set to open in Little Rock next fall.


Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

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

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

Emmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

As demand for custom jewelry grows, the company is expanding its services to support retailers.

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.