Shahla Karimi Jewelry’s Diamond Divas earns Webby Award nomination

Shahla Karimi Jewelry turned a New York showroom into serial entertainment, and the industry noticed. Diamond Divas, the brand’s social-media reality series, earned a Webby Award nomination in the Best Social: Fashion & Beauty category, a rare signal that a niche diamond house can translate fine jewelry into culture as well as commerce.

The scale of the experiment is part of what makes it stand out. Shahla Karimi said the project used the brand’s entire annual marketing budget, a serious bet on a format built for the scroll: vertical, one-minute episodes made for Instagram, TikTok, YouTube Shorts and Substack. The company describes Diamond Divas as an ongoing comedic reality series unfolding in more than forty one-minute chapters, and that long runway gives the pieces room to breathe as characters, not just products.

The first two episodes, “Mike’s Big Year” and “Practice Makes Perfect,” signaled the tone immediately. JCK reported that the production was conceived as comedy-forward rather than drama-heavy reality, with Sophia Strawser, Jesse Korman and Shahla Karimi COO Christina Biaggi steering the series. That choice matters in jewelry, where so much digital advertising still looks like catalog copy with prettier lighting. Diamond Divas instead treats the showroom as a stage, proposals as plot, and the diamond purchase as part of a modern relationship story.

That is also the larger editorial lesson of the Webby nod. Karimi and her team have deliberately moved away from the founder-as-influencer model and toward stories centered on the women behind the brand, the clients they serve and the emotional role jewelry plays in contemporary love. In that sense, the show is less about selling a ring than about selling a point of view: that fine jewelry can carry humor, vulnerability and narrative without losing its luxury signal.

The timing gives the nomination extra weight. The 30th Annual Webby Awards nominees were announced March 31, 2026, winners are scheduled for April 21, and the ceremony follows on May 11 in New York City with Josh Johnson of The Daily Show set to host. For Shahla Karimi Jewelry, founded in New York in 2014 and long associated with individuality, architecture and Persian heritage, the recognition suggests that the next generation of diamond discovery may happen less through traditional advertising than through platform-native storytelling that feels native to the way people already consume romance, identity and style.