TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video SeriesTechnologyJul 08, 2025
‘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 short-form reality series is led by Shahla Karimi (bottom right), founder and designer of Shahla Karimi Jewelry, and the women working in her showroom.
New York—Designer Shahla Karimi of Shahla Karimi Jewelry has released her “Diamond Divas” social media reality series.
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.
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
More on Technology
The Latest
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
Weekly QuizSep 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink DiamondThe Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Events & AwardsSep 04, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in NovemberNYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé SaleU.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.
MajorsSep 03, 2025
These Are the Nearly 300 Claire’s Stores Set to CloseA new court filing details the locations of the stores that will close, as well as the 830 that will remain open.
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”
TrendsSep 03, 2025
Amanda’s Style File: A Perfect BirthstoneSapphire’s variety of colors make it the perfect birthstone for September.
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 SalesThe retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps DownNiccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in JapanThe three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ CollabThe collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
