Diamonds Do Good (DDG) is launching its new signature bracelet in partnership with global model and entrepreneur Flaviana Matata. The Diamonds Do Good Bracelet will be available online and in-stores across the country in time for the busy holiday season. Proceeds from the bracelet will support education and entrepreneurship training for young girls in the diamond mining country of Tanzania where Flaviana was born and raised.
“Diamonds Do Good and the Flaviana Matata Foundation (FMF) recognize the importance for girls to attend and finish school so they can become economically independent and change makers in their communities and around the globe,” says Matata. “The Diamonds Do Good Bracelet is a way for everyone to help ensure this future.”
The bracelet was designed by Gloria Batlle of Onirikka Fine Jewelry and was chosen based on its genderless appeal and affirming message of ‘Growth, Unity and Equality’. The bracelet features matte onyx beads accented with four black diamonds equally placed around the bracelet as a symbol of unity and equality, on the pulse point a green tsavorite stone represents life and rebirth, and a champagne diamond represents the light within us. “For me, everything is unified. The more love we give, the more good we do, the more light we project,” says Batlle.
A digital consumer confidence campaign will accompany the launch including assets from a stunning photo shoot with Matata and fellow model Nicola Breytenbach by famed photographer Anthony Friend. The girls from the Flaviana Matata Foundation will also feature prominently in the campaign and will be promoted on multiple channels, including Matata’s nearly 2 million followers. With help from The Smithee Group, Diamonds Do Good created short and long videos featuring Flaviana for the campaign which was made possible by the 2022 grant DDG received from the JCK Industry Fund. Participating retailers will be included in geo-targeted promotions as part of the campaign.
“All retailers are encouraged to join this consumer confidence building initiative which connects consumers with a tangible way to give back and show that Diamonds Truly Do Good” says Nancy Orem Lyman, executive director of Diamonds Do Good.
Early adopter retailers include Greenwich St. Jewelers, Hamilton Jewelers and Jared. The landing page on Diamonds Do Good features the campaign assets and includes a store locator for participating retailers. The page will go live when the bracelet is launched at the end of October. This will be an ongoing initiative running through 2023.