FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseCollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US Open
The Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
Madison Keys, Brilliant Earth’s first athlete brand ambassador, has a new curated jewelry collection, which also includes a new design she helped create.
San Francisco, Calif.—Brilliant Earth has launched a new curated jewelry collection alongside its newest brand ambassador Madison Keys, just in time for the U.S. Open.
The partnership, announced last month, marked the jewelry retailer’s entry into the world of professional sports with its first athlete ambassador.
“This collaboration is all about strength, resilience, and personal growth, designed to be worn on and off the court,” said the company.
The new collection features a curation of Keys’ favorite Brilliant Earth jewels, including tennis jewelry, diamond studs, stackable rings, hoops, an evil eye pendant, and an Aquarius medallion.
“I chose to partner with Brilliant Earth because it felt like the most organic, natural partnership. And I love expressing myself through jewelry,” said Keys.
“One of the biggest parallels I see between tennis and jewelry design is how important the little details are.”
The partnership, announced last month, marked the jewelry retailer’s entry into the world of professional sports with its first athlete ambassador.
“This collaboration is all about strength, resilience, and personal growth, designed to be worn on and off the court,” said the company.
The new collection features a curation of Keys’ favorite Brilliant Earth jewels, including tennis jewelry, diamond studs, stackable rings, hoops, an evil eye pendant, and an Aquarius medallion.
Madison Keys’ favorite jewels include tennis jewelry and stackable rings.
“I chose to partner with Brilliant Earth because it felt like the most organic, natural partnership. And I love expressing myself through jewelry,” said Keys.
“One of the biggest parallels I see between tennis and jewelry design is how important the little details are.”
There is also a new piece, a limited-edition medallion co-designed by the tennis champion.
Keys co-designed this diamond medallion, including elements that tell her story.
The two-sided Madison Keys diamond medallion is crafted in 14-karat yellow gold with diamonds and retails for $1,350.
On one side, it features a tennis racket motif with a pavé diamond lucky clover and nine diamonds (Keys’ lucky number) along the outer edge.
The reverse side features symbolic embossed charms, including a horseshoe, sun, moon, heart, and key.
The medallion’s reverse side features symbols and good luck charms.
“There’s a lot of meaning in every single aspect of this design,” said Keys.
The horseshoe is for a touch of luck, said Keys, while the celestial symbols were chosen because Keys and her sister are “obsessed with suns and moons.”
“There’s a lot of meaning in every single aspect of this design. It is my way of telling my own personal story,” said Keys.
Keys made an appearance in New York City over the weekend at a Brilliant Earth-themed ice cream truck, serving up sweet treats and other merch.
She is set to play in the first round of the singles tournament at the 2025 U.S. Open today.
View the full Madison Keys’ collection on Brilliant Earth’s website.
More on Collections
The Latest
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
Weekly QuizNov 13, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
AuctionsNov 12, 2025
Historic Rolex Oyster Fetches $1.7M at Sotheby’sMercedes Gleitze famously wore the watch in her 1927 swim across the English Channel, a pivotal credibility moment for the watchmaker.
