BRILLIANT EARTH: POSITIONING A PIONEER

In the aftermath associated with the movie Blood Diamond, many consumers felt conflicted about purchasing these controversial stones.  Brilliant Earth, an eco-friendly diamond company who sourced only conflict-free gemstones, looked to Big Picture PR to generate national awareness about the brand’s philosophy.

Big Picture PR took a boutique approach when introducing the brand to key lifestyle, fashion and wedding media, beginning with the careful development of press materials that clearly conveyed both the authentic beauty of the designs and the brand’s commitment to its core values.  Next, Big Picture PR set up a media tour in order to introduce the co-founders and collection personally to top-tier media.  An impressive slew of news, fashion and bridal stories were secured as a result of the meetings, and Brilliant Earth began to emerge as a pioneer in the jewelry industry.  In order to keep the buzz going, Big Picture PR established an ongoing media relations campaign, which kept Brilliant Earth top of mind for all relevant media.  Big Picture PR’s work for Brilliant Earth has generated tremendous awareness for the brand, as the company has become the leading online destination for conflict-free, luxury diamonds and gems.