Social media and communication channels have completely changed business in the past few years. We have witnessed this trend in the worlds of fashion, cosmetics and jewellery. Ambassadors, often celebrities and influential figures, boost brands in the eye of the consumer as they increase their relevancy, credibility and desirability. How often have you found your values or interests influenced by social media and influencers?
The Role of Brand Ambassadors
A brand ambassador is not just the face of a brand. They have the power to personify a brand’s values and aspirations. They are not just promoting the products, but they are moreover promoting the brand identity. They are able to transfer a brand’s values and ethos by embodying them through their public persona and public engagement. When someone respected and admired endorses a brand, it increases the brand’s credibility and desirability.
As influencers, they are able to leverage their fan base and events presence allowing brands to expand their consumer base. In the diamond industry, this is especially seen in high-profile events, wearing special diamond pieces always creates excitement and attracts media attention. This increases the brands visibility, attracting more people to engage with and appreciate the brand.
Notable Diamond Brand Ambassadors
It has not always been as common to have brand ambassadors in the diamond industry as it was in other industries, but in recent years, this practice has gained momentum. We are seeing many high-profile individuals elevating brands images.
De Beers
In 2022, Lupita Nyong’o became the first global ambassador of De Beers. The award-winning actress has shown, just like the brand, dedication to people and the planet. The partnership showcases the brand’s commitment to ethical sourcing and craftsmanship, with a focus on advocacy for women, aligning with her personal values and elevating the brand’s image.
Tiffany & Co.
In a recent significant move, Tiffany & Co. enlisted the couple, Beyoncé and Jay-Z for their “About Love” campaign. This campaign highlighted the heritage of the brand by using iconic pieces like the famous “Tiffany Diamond”, capturing widespread attention and admiration, reinforcing the brand’s luxurious appeal. In partnership with Beyonce’s and Jay-Z’s foundations, Tiffany & Co. promised scholarship funding for art-students at Historically Black Colleges and Universities.
Bvlgari
Bvlgri’s global brand ambassadors, Zendaya, Anne Hathaway, Liu Yifei and Priynka Chopra Jonas have all embodied Bvlgari’s bold and glamours style, highlighting the significant role of courage and self-awareness. Their global influence in the worlds of acting, fashion and social media have had a great influence on Bvlgari, appealing to a broad and diverse audience; it has increased the brand’s visibility and desirability.
Differentiating Brand Images: DeBeers, Tiffany & Co., and Bvlgari
De Beers: focus on aligning with ambassadors’ values and commitments to sustainability. Lupita Nyong’o advocacy for sustainable practices aligns with De Beer’s image, appealing to consumers who prioritize ethical sourcing.
Tiffany & Co.: use of cultural icons to maintain symbol of luxury and elegance. The partnership with Beyoncé and Jay-Z reinforced the brands modernity and timeless appeal.
Bvlgari: emphasis on bold glamour and widespread appeal through diverse ambassadors. Zendaya, Hathaway, Yifei and Priyanka represent different facets of Bvlgari’s brand ranging from youthful energy to global sophistication.
The Impact of Brand Ambassadors
Using brand ambassadors has far-reaching impact on the diamond industry. They help brands expand to new markets and new demographics. Through their personal stories and public appearances, ambassadors turn products and pieces into experiences. Therefore, selecting the right ambassador is crucial for a brand. Their values must align with the brand’s public image and it should feel like a genuine partnership, ensuring authenticity and credibility.
