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.
Editors' Picks
Sponsored by
More on Collections
The Latest
PodcastsAug 19, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
Weekly QuizAug 13, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
