With Kim Kardashian’s 250 carats of Lorraine Schwartz diamonds lighting up Demna’s farewell show for Balenciaga at Paris Fashion Week, one can’t help but ask: Is Kardashian truly the right fit for Balenciaga’s avant‑garde, boundary‑pushing legacy?

Elsewhere at Paris Fashion Week, some brands veered so far into spectacle that they forgot the point of fashion altogether:

• Balenciaga’s “9 a.m.” calf‑skin coffee‑cup clutch ($6,000 on Lauren Sanchez) looked more like fast‑food packaging than couture

• Rick Owens sent models down the runway wearing inflatable latex “double‑D” prosthetics—prompting cries of “women’s bodies are not costumes”

• Live‑animal photo‑ops (Cardi B posing with a crow) and viral AI deep‑fakes (the $10 million Birkin heist) chased clicks at the expense of creativity

   

If this is where fashion is headed, it’s no wonder there’s an outcry for genuine innovation—true craftsmanship, transparent provenance, and storytelling that endures. Most leaders in the diamond industry believe there’s a better way to tell our story:

“For a new generation that asks a lot of questions, there’s this extraordinary ability to tell the stories no one ever really asked about when we started advertising a hundred years ago.” – Al Cook, CEO of De Beers Group, on leveraging blockchain traceability

“Our customers deserve to know that a Tiffany diamond was sourced with the highest standards, not only in quality but also in social and environmental responsibility. We believe that diamond traceability is the best means to ensure both.” – Anisa Kamadoli Costa, chief sustainability officer at Tiffany & Co., announcing their “full craftsmanship journey”

“If you don’t know where they come from, don’t buy those diamonds. know where your diamonds come from.” – Martin Rapaport, chairman of the Rapaport Group, at the Rapaport Breakfast during JCK Las Vegas 2025

Why provenance matters

A diamond’s real value starts long before it reaches the red carpet. Today’s consumers demand transparency around origin, labor practices and community impact. When we embed provenance into every campaign, we build trust that no celebrity endorsement can match.

Bottom line?

Provenance is the new prestige
Buyers no longer settle for “celebrity sparkle.” They seek the community impact, labor standards and environmental stewardship behind each cut.

Craftsmanship outlasts clicks
Viral stunts fade—but precision cutting, ethical sourcing and artisanal polish never go out of style.

Narrative creates connection
A well‑told origin story donates meaning to every carat and justifies premium positioning.

The best brands craft stories that make both their gems and their brand shine for all the right reasons. here’s how they do it:

Embed traceability

• Adopt end-to-end tracking (for example, blockchain platforms like Tracr) so every stone carries a verifiable history

• Feature that journey on packaging, in‑store displays and digital channels, giving buyers both confidence and a conversation starter

   

Partner with certified artisans

• Collaborate with cutters and polishers who hold recognized credentials (gia, hrd, igi)

• Co‑brand limited‑edition collections that highlight both a gem’s origin and the craftsperson’s expertise

   

Curate authentic brand ambassadors

• Choose spokespeople who genuinely share your sustainability and design values, not those chasing clicks

• Focus on behind‑the‑scenes storytelling—factory visits, miner interviews and real‑world impact—instead of contrived photo ops

   

Tell the full story

• Launch “gem journals” or microsites that map each diamond’s path: miner → cutter → designer → wearer

• Use AR or QR codes to let customers explore videos, certificates and impact reports in real time

   

Educate through experience

• Host intimate salon events at Cannes or the Met Gala: guided gem‑grading demos, ethical sourcing panels or VR mine‑to‑market immersions

• Invite both trade pros and end customers to create memorable, meaningful interactions beyond a photo op

   

Measure what matters

• Track engagement with provenance content, not just likes on celebrity posts

• Report on outcomes such as increased trust scores or repeat‑purchase rates tied to transparency initiatives

   

Looking ahead to Cannes, the Met Gala and beyond, let’s shift the conversation from eye‑catching theatrics to enduring substance.

If you’re planning your next luxury launch—or want to weave provenance, ethics, and innovation into your brand story—get in touch below.

ABOUT VDG

For over 50 years and three generations, De Beers Sightholder VD Global (VDG) has been a trusted partner to the world’s leading luxury houses, delivering ethically sourced, fully traceable natural diamonds. Committed to responsible practices and aligned with global sustainability goals, VDG specializes in calibrated sizes, matched sets, and fancies.

With headquarters in India and a presence in major markets worldwide, including Europe, North America, Asia, and the Middle East, VDG combines global reach with localized service. The company leverages advanced platforms such as Tracr and Sarine Technologies to provide traceability, even at the smallest scale.

Featured image: Kim Kardashian, credit Balenciaga