The concept blends brand storytelling with the entertainment value of reality TV as a new approach to brand campaigns, which it describes as “Say Yes to the Dress” meets “The Office.”
Created specifically for social media, the vertical-format, one-minute episodes spotlight the all-women team behind her brand’s New York City showroom as they navigate the complexities of love, relationships, and the fine jewelry world.
“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,” said Karimi.
The series shows behind-the-scenes content of a jewelry brand with no catfights or villains, “just a crew of fashionable friends and co-workers turning chaos into comedy—and love into a team sport,” it said.
Season one, which debuted on June 5, includes outrageous clients, unfiltered moments at lunch, and new kinds of love stories.
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.
“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,” said Karimi, who is the designer behind actress Kaley Cuoco’s engagement ring.
“Proposals today aren’t about waiting or ultimatums. They’re a mutual decision. Egalitarian. Expansive. For all couples—straight, queer, poly—everyone.”
Diamond Divas releases three episodes per week, on Monday, Wednesday, and Saturday, via Shahla Karimi Jewelry’s Instagram, TikTok, and YouTube channels.
The season finale will be posted on Aug. 30, with a total of 37 episodes.
On the prospects of a second season, Karimi said, “The fact that we’ve already been picked up by an award-winning production company to shop the series? Beyond what we imagined. And none of it could’ve happened without the incredible women I get to work with every day.”
“Stay tuned … we’re just getting started,” said the show.
SEE: Episode One of Diamond Divas
