88-Year-Old Giustina Pavanello Rahaminov Fronts Rahaminov Diamonds' Legacy Campaign

Rahaminov Diamonds turned a surprise family photo session into a public celebration of provenance, placing 88-year-old Giustina Pavanello Rahaminov at the center of a campaign photographed during her visit from Israel to Los Angeles for her 88th birthday. The images, produced for the brand’s social channels and company website, present the family matriarch alongside signature stones and were presented with the credit “Photos courtesy of Rahaminov Diamonds.”

The session was styled by celebrity stylist Micah Schifman and photographed as a short-form creative meant for social and web presentation; one secondary feed lists the stylist’s name as Micah Shifman, a spelling variation that appears in that outlet’s item. Rahaminov’s decision to put Giustina forward reframes the house’s imagery around family memory rather than celebrity substitution, and the photographs emphasize the everyday dignity of an elder who has watched the business evolve across three generations.

Visually, the campaign foregrounds Rahaminov signatures: the house’s trademarked Movál-cut diamonds, bezel-set stones, and fancy yellow diamonds. The bezel setting used in the portraits holds each diamond within a rim of metal, giving the gems a low profile and secure presence against Giustina’s skin, a design choice that reads as both practical and intimate in close-up portraits. The Movál-cut is presented as a branded centerpiece, while the yellow diamonds provide a warm counterpoint to white stone brilliances in the styling.

Giustina’s history with the trade is laid out in family chronicles: born in 1938 to a family of jewelers, she married Moshe Rahaminov, the brand’s cofounder, and helped him and his brothers as they established themselves in diamond cutting and trading by sorting and counting stones from home. Over the decades the company grew under her daughter’s direction into a noted jewelry house that now includes the third generation, granddaughters Melanie and Nicol, in its operations. One outlet records an alternate spelling of Giustina’s first name as Guistina; the primary coverage and Giustina’s own statements use the Giustina spelling.

Giustina framed the campaign’s purpose in personal terms in remarks conveyed to JCK: “Jewelry carries stories forward. These images are not just photographs, they are a reflection of my life and our family’s legacy. Preserving that story visually ensures that future generations understand where they come from and what truly endures,” she told JCK via email. She added, “Knowing that my life, spirit, and story can inspire something lasting and wearable is very special to me. These pieces hold meaning beyond beauty, and I feel connected to them in a very personal way,” and, when asked how it felt to model for the family, answered simply, “Priceless.”

The campaign’s choice to feature an 88-year-old matriarch in signature pieces is both a marketing decision and a statement about continuity: the photographs, styled by Schifman and credited to Rahaminov Diamonds, position craft, lineage, and provenance as the house’s central assets. As the business advances with granddaughters Melanie and Nicol involved in operations, the campaign makes visible the link between the cutting room, the home where stones were once counted, and the finished jewels now worn and photographed for a new audience.