Diamonds Do Good today announced the launch of My Diamond Does Good, a new consumer-facing campaign designed to bring the story and positive impact of natural diamonds to audiences beyond the traditional jewelry industry.
Made possible with support from the JCK Industry Fund, the campaign advances one of Diamonds Do Good’s core priorities: serving as a credible, third-party voice that connects consumers with the people, communities and impact behind natural diamonds.
My Diamond Does Good begins with something personal: the meaning people attach to their diamond jewelry.
Four fashion and lifestyle creators — Helene Cortez (@cortezhelene), Beth Jones (@bjonesstyle), Molly Stillman (@fashionveggie) and Haley Jordan (@haleyjordan12) — will share the stories behind natural diamond pieces they already own and why those pieces hold significance in their lives. No diamond jewelry was gifted as part of the campaign, allowing each 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 Diamonds Do Good. “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.”
Following the organic creator launch, a paid digital campaign will amplify the content directly from the creators’ social media handles, reaching consumers outside of the diamond industry’s traditional audience.
Consumers will be directed to the Diamond Personality Quiz, an interactive campaign element intentionally designed to provide measurable consumer engagement beyond impressions and views. Diamonds Do Good will track quiz completions alongside reach, video performance and engagement, providing valuable insight into which stories and messages resonate with new audiences.
Supported by the JCK Industry Fund
Support from the JCK Industry Fund has enabled Diamonds Do Good to expand its consumer education efforts through creator partnerships, digital media and measurable consumer engagement.
“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 campaign also invites the broader jewelry industry and consumers to participate by sharing the story behind a meaningful natural diamond piece using #MyDiamondDoesGood.