CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
EditorsDec 10, 2015
A Fresh Concept, Unleashed
Designer Kara Ross has launched Diamonds Unleashed, a new company that aims to change the conversation around who buys diamonds for whom, and why, while emphasizing women’s empowerment.
I remember there being a bit of a buzz in Las Vegas earlier this year when De Beers announced the return of “A Diamond is Forever.” The company followed up with the announcement that it was dusting off its old “Seize the Day” campaign to do, as Rob Bates sagely observed, “generic advertising with an asterisk.” 
But the decision to revive old campaigns has made me wonder: is the industry relying too much on the past—A Diamond is Forever is 68 years old at this point—in trying to reach consumers, particularly young consumers, of the present? Does putting a handful of hashtags in an old Seize the Day ad really constitute being forward-thinking and speaking to millennials about what matters to them?
New York-based jewelry designer Kara Ross doesn’t think so.
A few weeks back, after I wrote this blog post about the need to incorporate more about the good diamonds do into the marketing of the stones, Ross reached out to tell me about her new initiative, which aims to change the conversation about who buys diamonds for whom, and why.
She said she got the idea for her new business after she redid her engagement ring mounting into a snake shape, put it on her right hand and started asking herself, Why, in this era of increasing social and financial independence for women, do we still feel that we have to wait for someone to buy us a diamond?
The answer she came up with is that women shouldn’t feel that way.
The designer shut down her wholesale business, save a few one-of-kind pieces and handbags she’ll still sell in her Madison Avenue store, and launched Diamonds Unleashed.
Yes, I am aware that this is not the first time a diamond industry marketing initiative has emphasized the idea of female self-purchasing, e.g., the right-hand right. But Ross’s initiative has a number of interesting angles and is launching at a time when many young women are reviving the fight for equal rights. (See the actress Jennifer Lawrence’s recent essay on the gender pay gap in Hollywood.)
[caption id="attachment_3666" align="alignleft" width="589"]
Two of the rings Ross designed for Diamonds Unleashed[/caption]
Diamonds Unleashed is a line of jewelry (and other products, though jewelry is the main focus for now) manufactured by Diarough in India and sold in Ross’s store, on HSN (retail $99 to $2,000) and in Neiman Marcus ($750 to $10,000). Beginning in spring 2016, the line will begin using CanadaMark diamonds exclusively.
The line also has a charitable element. Like Toms Shoes and Warby Parker, two companies Ross admires, a portion of the sales go directly to one of two charity partners, both of which are female focused: She’s the First provides scholarships to girls in low-income countries, and Girls Who Code works to inspire young girls to pursue careers in computer science.
And then there’s the educational angle; Ross said she is planning a series of discussions on the modern-day women’s movement in major markets across the United States that will begin in 2016.
Ross said she is not trying to change the association diamonds have with love and marriage but, rather, to broaden the scope of why we buy diamonds, and to make women see that the words so often used to describe diamonds—strong, beautiful, multi-faceted, unbreakable—also apply to them.
Her long-term goal for Diamonds Unleashed is for its symbol—which is purposefully blue and pink to denote the need to mobilize men on women’s issues—to become synonymous with women’s empowerment, in the same way the pink ribbon is universally recognized in the fight against breast cancer.
“When you see this symbol,” she said, “you will know it’s about women’s empowerment.”
Diamonds Unleashed is a line of jewelry (and other products, though jewelry is the main focus for now) manufactured by Diarough in India and sold in Ross’s store, on HSN (retail $99 to $2,000) and in Neiman Marcus ($750 to $10,000). Beginning in spring 2016, the line will begin using CanadaMark diamonds exclusively.
The line also has a charitable element. Like Toms Shoes and Warby Parker, two companies Ross admires, a portion of the sales go directly to one of two charity partners, both of which are female focused: She’s the First provides scholarships to girls in low-income countries, and Girls Who Code works to inspire young girls to pursue careers in computer science.
And then there’s the educational angle; Ross said she is planning a series of discussions on the modern-day women’s movement in major markets across the United States that will begin in 2016.
Ross said she is not trying to change the association diamonds have with love and marriage but, rather, to broaden the scope of why we buy diamonds, and to make women see that the words so often used to describe diamonds—strong, beautiful, multi-faceted, unbreakable—also apply to them.
Her long-term goal for Diamonds Unleashed is for its symbol—which is purposefully blue and pink to denote the need to mobilize men on women’s issues—to become synonymous with women’s empowerment, in the same way the pink ribbon is universally recognized in the fight against breast cancer.
“When you see this symbol,” she said, “you will know it’s about women’s empowerment.”
More on Editors
The Latest
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEOThe brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
MajorsJun 09, 2025
RDI Diamonds Partners With LavalierThe diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
