Celebrating unconventional relationships.
DX Diamonds is repositioning diamonds as unattainable ideas of picture-perfect love and instead celebrating the real and raw relationships in a campaign via Willow & Blake.
“Whether it’s a three-carat lab-grown sparkler or a custom one-carat natural design, both are perfect,” said DX Diamonds chief marketing officer Kate Hughes.
“However you do it, it’s your story. You do you, we do diamonds."
Willow & Blake creative director Bri Nixon said that most diamond marketing still chases perfection, but that doesn’t resonate with real couples today.
“Where competitors choose glossy influencers and unrealistic aspirational settings, we opt for romanticising the weirdness of real life,” Nixon said.
“It’s totally unexpected for the stale diamond industry, but that’s DX Diamonds.”
Credits
Client: DX Diamonds – Kate Hughes and Jamie Thomas
Creative Director: Bri Nixon
Art Director: Noah Zawertailo
Account Manager: Maddie Leggo
Photographer: Harry Burmeister
Videographer: Riley Hart
Producer: Oscar Carveth
