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DDG Taps Influencers for ‘My Diamond Does Good’ Campaign
In the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
The “My Diamond Does Good” campaign includes (clockwise, from bottom left) Molly Stillman (@fashionveggie), Beth Jones (@bjonesstyle), Helene Cortez (@cortezhelene), and Haley Jordan (@haleyjordan12).
New York—Diamonds Do Good (DDG) has launched a new consumer-facing campaign designed to bring the story and positive impact of natural diamonds to audiences beyond the jewelry industry.
The “My Diamond Does Good” campaign features four fashion and lifestyle influencers whose social media posts will highlight the meaning people attach to their diamond jewelry.
Beth Jones of @bjonesstyle, Helene Cortez of @cortezhelene, Molly Stillman of @fashionveggie, and Haley Jordan of @haleyjordan12 are the creators.
They will share the stories behind the natural diamond pieces they already own and why those pieces hold significance in their lives.
The “My Diamond Does Good” campaign features four fashion and lifestyle influencers whose social media posts will highlight the meaning people attach to their diamond jewelry.
Beth Jones of @bjonesstyle, Helene Cortez of @cortezhelene, Molly Stillman of @fashionveggie, and Haley Jordan of @haleyjordan12 are the creators.
They will share the stories behind the natural diamond pieces they already own and why those pieces hold significance in their lives.
DDG said that no diamond jewelry was gifted as part of the campaign to allow each creator’s story to begin with an authentic personal connection.
“Consumers don’t necessarily need more facts—they need stories they can connect with,” said Nancy Orem Lyman, executive director of DDG.
“My Diamond Does Good starts with the emotional connection people already have with their diamond jewelry and uses it to open the door to the much larger story of the people and communities connected to natural diamonds.”
There will also be a paid digital campaign directing viewers to take DDG’s Diamond Personality Quiz.
DDG said it will track quiz completions alongside reach, video performance, and engagement of the creators’ content to provide insight into which stories and messages resonate with new audiences.
The My Diamond Does Good campaign was made possible with support from the JCK Industry Fund.
“We are incredibly grateful to the JCK Industry Fund for investing in consumer education that benefits the broader jewelry and diamond industry,” said Lyman.
“Ensuring consumers understand the full story and impact of natural diamonds is essential to building confidence in the category and supporting its long-term health. Their support allows Diamonds Do Good to bring credible, third-party storytelling to new audiences and help create a more informed, connected consumer.”
The consumer campaign also invites the broader jewelry industry and consumers to participate by sharing the story behind a meaningful natural diamond piece on social media using the hashtag #MyDiamondDoesGood.
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