"Reflections of Rarity" for Calleija showcases some of the rarest diamonds in the world, including Argyle Ethereal™, Ayano, Radiance, and more.

It was an honor to create a campaign that captured the beauty of the Argyle Ethereal™, the largest Purple-Pink Diamond ever offered in the history of an Argyle Pink Diamonds Signature Tender. This remarkable diamond garnered attention from prestigious publications such as The New York Times, ABC News, Qantas Magazine, Travel Insider, and others.

My responsibilities for this campaign encompassed directing:

  • Concept

  • Production

  • 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, "Reflections of Rarity")

Campaign photos: Digisku
Video: Brau Agency

Argyle Ethereal™ - At 2.45ct, she is the largest Purple-Pink Diamond ever offered in the history of the Argyle Pink Diamonds Signature Tender.

Argyle Ethereal™ - At 2.45ct, she is the largest Purple-Pink Diamond ever offered in the history of the Argyle Pink Diamonds Signature Tender.

Ayano - At 0.74ct, Ayano is the largest Fancy Red Diamond in the penultimate 2020 Argyle Signature Tender. Red is revered as the ultimate colour grade for an Argyle Diamond and is the most highly prized collectable diamond colour in the world.

Ayano - At 0.74ct, Ayano is the largest Fancy Red Diamond in the penultimate 2020 Argyle Signature Tender. Red is revered as the ultimate colour grade for an Argyle Diamond and is the most highly prized collectable diamond colour in the world.

Radiance - Featuring a 1.26ct radiant cut Argyle Pink Tender Diamond in her centre, Radiance is highly sought after for her incredibly rare Fancy Vivid Purplish Pink colour and size.

Radiance - Featuring a 1.26ct radiant cut Argyle Pink Tender Diamond in her centre, Radiance is highly sought after for her incredibly rare Fancy Vivid Purplish Pink colour and size.

Marlene - Crafted with Platinum and 18ct Rose Gold details, Marlene features a stunning 9.37ct baguette cut Mozambique Aquamarine at her centre.

Marlene - Crafted with Platinum and 18ct Rose Gold details, Marlene features a stunning 9.37ct baguette cut Mozambique Aquamarine at her centre.

Zara Tindall by Calleija - Resulting from a shared vision between John Calleija and Zara Tindall (née Phillips), this collection showcases Zara's love of eventing and elegance for the modern woman.

Zara Tindall by Calleija - Resulting from a shared vision between John Calleija and Zara Tindall (née Phillips), this collection showcases Zara's love of eventing and elegance for the modern woman.

Kamala - Featuring the rarest Padparadscha Sapphires, collected over a period of 10 years, and Argyle Pink Diamonds, the Kamala necklace is a natural marvel and bespoke treasure.

Kamala - Featuring the rarest Padparadscha Sapphires, collected over a period of 10 years, and Argyle Pink Diamonds, the Kamala necklace is a natural marvel and bespoke treasure.