Diamonds Do Good Taps Lifestyle Creators for Consumer Campaign

By Karen Dybis | September 30, 2026

Four fashion and lifestyle creators will serve as the first ambassadors of My Diamond Does Good, a new consumer-facing campaign from Diamonds Do Good aimed at boosting the appeal and impact of natural diamonds.

Diamonds Do Good debuted the new campaign this week with Instagram influencers Helene Cortez, Beth Jones, Molly Tranchin, and Haley Jordan as ambassadors. Each will share the meaning behind their diamond jewelry pieces on social media and a digital campaign.

Influencers highlight their personal jewelry; nothing was gifted as part of the campaign. The goal was to offer authentic, personal stories—something that makes this an interesting test of how consumers respond to this kind of natural diamond-focused content.

Their posts with the hashtag #MyDiamondDoesGood and the campaign direct consumers to the Diamonds Do Good website and its Diamond Personality Quiz. This interactive quiz connects the user’s preferences about the kind of jewelry they purchase with its social and environmental impact.

influencer profiles — *Diamonds Do Good selected four influencers to work with on its My Diamonds Do Good campaign: Helene Cortez, Beth Jones, Molly Tranchin, and Haley Jordan.*

The campaign hopes both the jewelry industry and consumers will pick up on the hashtag and use it themselves to tell stories behind their natural diamond jewelry pieces and what they mean to them, Diamonds Do Good said in its statement.

Diamonds Do Good will use the feedback from its social media campaign and quiz completions to gain insight into what stories and messages resonate most with consumers, said Diamonds Do Good executive director Nancy Orem Lyman.

“Consumers don’t necessarily need more facts—they need stories they can connect with,” Lyman said in a statement. “My Diamond Does Good starts with the emotional connection people already have with their diamond jewelry and uses it to open the door to the much larger story of the people and communities connected to natural diamonds.”

Diamonds Do Good goes with a variety of influencers, which also makes the campaign unique. Jones is known to the jewelry industry, and her viewers love her for vintage shopping and wardrobe. Cortez is known for her design aesthetic and her “passion for purposeful living.” Tranchin is a body-positive creator known for her vegan, cruelty-free, and eco-conscious fashion blog. And Jordan is a fitness creator and dancer.

Cortez (@cortezhelene) talks about the love story behind her sentimental natural diamond engagement ring and wedding band—a love story that came from inherited, heirloom natural diamonds.

“My own jewelry made me interested in learning a little bit more about natural diamonds and the communities behind them,” she tells her audience. One commenter responded: “I couldn’t be more obsessed with your rings! This is so helpful to know. Thank you.”

Jones (@bjonesstyle) chose to show her getting dressed—a hallmark of her closet-based Instagram posts—and talking about her engagement ring. She speaks to the history of Diamonds Do Good, the quiz, and that she is a “creative visionary” in her results. “Jewelry has always been a part of how I get dressed,” Jones said in the post.

Tranchin (@fashionveggie) uses a “get ready with me” Instagram post to tell the tale behind her “imperfect” beginning to her love story, and how she came to the natural diamond she uses as she prepares for the day. Her caption goes into detail on what she learned from Diamonds Do Good about its impact, including supporting entrepreneurs in Botswana and educating girls and young women in Tanzania.

Jordan (@haleyjordan12) explains how she inherited a family heirloom: a natural diamond ring—that she then lost. She explains how she found it and then shows a visit to a local jewelry store where they help her understand and service the ring she received at age 13. “There’s a story and an impact behind it,” she tells her audience.

Support from the JCK Industry Fund enabled Diamonds Do Good to expand its consumer education efforts through creator partnerships, digital media, and measurable consumer engagement.

Top: Haley Jordan is one of the four ambassadors working with Diamonds Do Good on its new My Diamond Does Good campaign. (Photos courtesy of Diamonds Do Good)