"Celebrating a Legacy" campaign commemorates the distinctive Australian roots of the remarkably rare Argyle Pink Diamonds™. Discovered amidst the untamed terrain of the East Kimberley region in Western Australia, these diamonds stand as the epitome of rarity and beauty among colored gemstones.

For nearly four decades, Australia's Argyle Diamond Mine yielded extraordinary diamonds, with less than one percent of its total output comprising pink diamonds. These exceptionally rare Argyle Pink Diamonds™ accounted for a staggering 90 percent of the world's pink diamond supply, solidifying their status as treasures of unparalleled scarcity.

With the closure of the mine, this campaign was conceived to honor the enduring legacy of Argyle Pink Diamonds™ and celebrate their natural origins through captivating imagery showcasing Australia’s rugged and beautiful landscapes.

My responsibilities:

• Ideation

• Campaign production and supervision

• Digital marketing (including EDM, social media, AdWords)

• Event marketing (overseeing VIP events for unveiling new designs)

• Public relations (securing national television coverage)

• Print advertising (in both London and Australia)

• Print marketing, including the ideation and development of Calleija’s annual design book.

Campaign photos: Digisku
Video: Brau Agency