LENDING HER SHINE TO DIAMONDS: THE NEW-AGE BRAND AMBASSADOR

There was a time when brand ambassadors of high-end jewellery labels played a relatively small role that of ensuring the brands wore a flamboyant look. And they did this mainly by promoting diamonds and jewellery as symbols of love and luxury. Nowadays, however, things have changed. Today, labels prefer to adopt a responsible demeanour, while focusing on matters such as sustainability, transparency and ethical sourcing. Due to this change, brands look for strong and influential women who lend their perspective and shine to the partnership, rather than merely being a face representing the brand, observes says Priyanka Talreja Garegrat

In recent years, the fashion and luxury industries have come under scrutiny for their lack of diversity and inclusivity. High-end jewellery brands are no exception. To better align with the values and desires of their customers, the diamond industry has actively worked towards featuring a more diverse group of brand ambassadors, encompassing women of different races, ethnicities and sexual orientation. This reflects a growing recognition that consumers are looking for brands that they can relate to, and see themselves in. Of late, brands such as Tiffany, Cartier and Bvlgari have chosen to work with women who are known for their advocacy work, philanthropy and powerful media presence.

One such example was seen when Tiffany & Co. unveiled the Tiffany Lock collection worldwide, enlisting the K-pop sensation, Rosé, from the girl group, Blackpink, for its campaign. According to the brand, Rosé exemplifies the contemporary Tiffany & Co. woman and exudes the same vibe as the Tiffany Lock collection. The campaign featuring Rosé reached a global audience, thanks to her massive following, and increased awareness of the Tiffany & Co. brand worldwide.

In a similar fashion, Bvlgari unveiled its new ambassadors, Zendaya and Naomi Scott, along with three others. The CEO explained that the choice of Zendaya was due to her embodiment of Generation-Z, while Naomi Scott's British-Indian background represented Bvlgari's commitment to inclusivity. By appointing these ambassadors, the brand aims to nationality, embracing a global audience and recognizing its universal appeal.