DX Diamonds champions unexpected love stories in new campaign via Willow & Blake

DX Diamonds, the jewellery and engagement ring brand redefining tradition, has launched a new brand campaign with creative agency Willow & Blake to coincide with its complete rebrand.

Initial strategic work pointed to capturing an internet-first, Zillennial couple who reject traditional marriage tropes, contend with the cost of living crisis, and prioritise personalised financial choices. This led to the brand tagline When love met logic., which captures the intersection of romance and reality.

The relaunch campaign, anchored in the campaign tagline You do you. We’ll do diamonds., marks a fresh positioning for DX Diamonds as the first diamond brand to move away from unattainable ideals of picture-perfect love and instead celebrate the real, raw, and often hilariously unpolished nature of modern relationships.

Says Kate Hughes, Chief Marketing Officer at DX Diamonds: “Whether it’s a three-carat lab-grown sparkler or a custom one-carat natural design, both are perfect. However you do it, it’s your story. You do you, we do diamonds.”

The work reflects a growing cultural shift. From themed weddings to ceremonies starring beloved pets, couples are rejecting the glossy, one-size-fits-all narrative. DX Diamonds saw the opportunity to position itself as the brand for these modern love stories, embracing humour, honesty and heart where competitors lean into perfection.

Says Bri Nixon, Creative Director at Willow & Blake: “Most diamond marketing still chases perfection, but that doesn’t resonate with real couples today. Where competitors choose glossy influencers and unrealistic aspirational settings, we opt for romanticising the weirdness of real life. It’s totally unexpected for the stale diamond industry, but that’s DX Diamonds.”

Client: DX Diamonds – Kate Hughes and Jamie Thomas
Creative Agency: Willow & Blake
Creative Director: Bri Nixon
Art Director: Noah Zawertailo
Account Manager: Maddie Leggo
Photographer: Harry Burmeister
Videographer: Riley Hart
Producer: Oscar Carveth