Luminous Diamonds

Clio Bronze Winner in Fashion & Beauty

As creative and media AOR for Luminous Diamonds, it’s our job to break with tradition. We helped to build a jewelry brand truly representative of today’s women. We did this by sharing the empowering stories of the women who are as rare as the diamonds we sell. Our “Greatness is Made Under Pressure,” campaign spotlights these powerful women who stand in their truth, no matter the odds or stereotypes against them.

But, telling this story is only half the battle.

We needed to stand out in our consumer’s, pop-feminist world that is convoluted by ads and a culture that debates what she should be. To break through we needed to connect with her in a new light, wherever she spends her time and with the support of the community she’s a part of. We developed a comprehensive launch strategy for the brand the spoke to our target at key moments through a 360 approach of social, influencers, paid media, digital, publications and celebrities.