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This Jewelry Brand’s Video Series Is Up for a Webby Award
“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
The “Diamond Divas” series merges fine jewelry, comedy, and modern love, following the all-women team that works in the Shahla Karimi Jewelry showroom in New York City.
New York—Jewelry designer Shahla Karimi took a creative risk last year, investing an entire year’s marketing budget into a social media reality series highlighting her namesake brand and the women who work in her New York City showroom.
And now, it’s paying off, as the series, called “Diamond Divas” has been nominated for a Webby Award.
The Webbys, established in 1996, honor excellence in eight major media types—Websites & Mobile Sites; Video & Film; Advertising, Media & PR; Podcasts; Social & Games; Apps, Software & Immersive; Creators; and new this year, AI.
“Diamond Divas” has been nominated in the “Best Social: Fashion & Beauty” category for this year’s awards.
It was also named an honoree for the “Video & Film: Unscripted” category, meaning that, although not officially nominated in the category, the series was recognized as an outstanding entry, according to the Webby Awards.
“Diamond Divas,” which launched last year, was created specifically for social media.
Through 40 one-minute episodes, it spotlights the eight women who work in the brand’s New York City showroom as they navigate real situations, such as a couple that is not on the same page about money and a live proposal.
The show uses comedy instead of drama to uplift women and showcase modern love, the brand said.
And now, it’s paying off, as the series, called “Diamond Divas” has been nominated for a Webby Award.
The Webbys, established in 1996, honor excellence in eight major media types—Websites & Mobile Sites; Video & Film; Advertising, Media & PR; Podcasts; Social & Games; Apps, Software & Immersive; Creators; and new this year, AI.
“Diamond Divas” has been nominated in the “Best Social: Fashion & Beauty” category for this year’s awards.
It was also named an honoree for the “Video & Film: Unscripted” category, meaning that, although not officially nominated in the category, the series was recognized as an outstanding entry, according to the Webby Awards.
“Diamond Divas,” which launched last year, was created specifically for social media.
Through 40 one-minute episodes, it spotlights the eight women who work in the brand’s New York City showroom as they navigate real situations, such as a couple that is not on the same page about money and a live proposal.
The show uses comedy instead of drama to uplift women and showcase modern love, the brand said.
The series is published on Instagram, TikTok, YouTube Shorts, and Substack.
It’s led by showrunner Sophia Strawser; directed by Jesse Korman and James Matthew Daniel; produced by Sophia Strawser, Jesse Korman, and Christina Biaggi; and edited by James Matthew Daniel and Brandon Garcia.
“Nominees like ‘Diamond Divas’ are raising the bar for creativity and innovation on the Internet,” said Nick Borenstein, General Manager of The Webby Awards.
“At the 30th Annual Webby Awards, this recognition feels especially meaningful. It’s no small feat to stand out among nearly 13,000 entries, and this year’s work reflects the energy, originality, and ambition shaping the Internet right now.”
The brand said it invested in the series because it believed it could shape the market and bring exposure to the brand.
“I’m truly so honored to be nominated next to such amazing brands–Rare Beauty, WhoWhatWear, PopSugar, and Tory Burch. As a small brand, I knew we were taking a risk, but when I saw the Webby nomination come through, I knew it was clearly all worth it. I can die happy now,” said Shahla Karimi, founder of Shahla Karimi and creator of “Diamond Divas.”
The series has also resulted in a shopping agreement with Tornante Company, an investment firm focused on acquiring companies in the media and entertainment sector, where they are currently in the process of pitching the series to TV.
The Webby Awards is presented by the International Academy of Digital Arts and Sciences, a global organization of industry experts and technology innovators. The academy nominates and selects the winners. The list of judges can be seen here.
“Diamond Divas” is also eligible to win a Webby People’s Voice Award, with the winner chosen by fans.
Voting is open on the Webby Awards website until April 16.
Winners will be announced on April 21 and honored at the show at Cipriani Wall Street in New York City.
The Webby Awards received over 13,000 entries from all 50 states and over 70 countries worldwide this year.
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