FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseCollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US Open
The Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
Madison Keys, Brilliant Earth’s first athlete brand ambassador, has a new curated jewelry collection, which also includes a new design she helped create.
San Francisco, Calif.—Brilliant Earth has launched a new curated jewelry collection alongside its newest brand ambassador Madison Keys, just in time for the U.S. Open.
The partnership, announced last month, marked the jewelry retailer’s entry into the world of professional sports with its first athlete ambassador.
“This collaboration is all about strength, resilience, and personal growth, designed to be worn on and off the court,” said the company.
The new collection features a curation of Keys’ favorite Brilliant Earth jewels, including tennis jewelry, diamond studs, stackable rings, hoops, an evil eye pendant, and an Aquarius medallion.
“I chose to partner with Brilliant Earth because it felt like the most organic, natural partnership. And I love expressing myself through jewelry,” said Keys.
“One of the biggest parallels I see between tennis and jewelry design is how important the little details are.”
The partnership, announced last month, marked the jewelry retailer’s entry into the world of professional sports with its first athlete ambassador.
“This collaboration is all about strength, resilience, and personal growth, designed to be worn on and off the court,” said the company.
The new collection features a curation of Keys’ favorite Brilliant Earth jewels, including tennis jewelry, diamond studs, stackable rings, hoops, an evil eye pendant, and an Aquarius medallion.
Madison Keys’ favorite jewels include tennis jewelry and stackable rings.
“I chose to partner with Brilliant Earth because it felt like the most organic, natural partnership. And I love expressing myself through jewelry,” said Keys.
“One of the biggest parallels I see between tennis and jewelry design is how important the little details are.”
There is also a new piece, a limited-edition medallion co-designed by the tennis champion.
Keys co-designed this diamond medallion, including elements that tell her story.
The two-sided Madison Keys diamond medallion is crafted in 14-karat yellow gold with diamonds and retails for $1,350.
On one side, it features a tennis racket motif with a pavé diamond lucky clover and nine diamonds (Keys’ lucky number) along the outer edge.
The reverse side features symbolic embossed charms, including a horseshoe, sun, moon, heart, and key.
The medallion’s reverse side features symbols and good luck charms.
“There’s a lot of meaning in every single aspect of this design,” said Keys.
The horseshoe is for a touch of luck, said Keys, while the celestial symbols were chosen because Keys and her sister are “obsessed with suns and moons.”
“There’s a lot of meaning in every single aspect of this design. It is my way of telling my own personal story,” said Keys.
Keys made an appearance in New York City over the weekend at a Brilliant Earth-themed ice cream truck, serving up sweet treats and other merch.
She is set to play in the first round of the singles tournament at the 2025 U.S. Open today.
View the full Madison Keys’ collection on Brilliant Earth’s website.
Editors' Picks
Sponsored by
More on Collections
The Latest
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
Weekly QuizAug 22, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes OffThe New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”
CrimeAug 20, 2025
Another CA Jewelry Store Rammed With Car, RobbedThe latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.
WatchesAug 20, 2025
Oris Launches Watch Benefiting NYC Harbor Oyster RestorationThe new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.
Events & AwardsAug 20, 2025
Take the Jewelers for Children ‘Trinity of Purpose’ ChallengeParticipants who attend any three Rings of Strength events will be awarded a special medal.
