NYC jewellery designer Shahla Karimi of Shahla Karimi Jewelry has launched her first-ever social media reality series Diamond Divas.
The first season launched last month and spotlights the all-women team behind Karimi and her brand as they authentically navigate the complexities of love, relationships, and the fine jewellery world.
Speaking about the show, Karimi shared: “With episodics becoming table stakes on social [media], we wanted to create something people hadn’t seen before: a smart, emotional, and hilarious take on the bridal world. So, we went all in. We used our entire annual marketing budget to make Diamond Divas—it became our baby, and my top priority,” (as per National Jeweler).
The series has been described as behind-the-scenes content of a jewellery brand comprised of “just a crew of fashionable friends and co-workers turning chaos into comedy—and love into a team sport.”
Karimi added: “We were tired of the founder-as-influencer formula. We wanted to showcase the brilliant women behind our brand, the outrageous clients we work with, and the stunning pieces we all obsess over—all while shifting how culture thinks about love.
“Proposals today aren’t about waiting or ultimatums. They’re a mutual decision. Egalitarian. Expansive. For all couples—straight, queer, poly—everyone.”
Karimi leads as executive producer and founder of her brand, starring alongside the women working in her showroom. Sophia Strawser is the showrunner with Jesse Korman and James Matthew Daniel as the directors.
