SK Dazzle DMCC and Step Up Journey launch inclusivity-focused ‘Diamonds Are for Everyone’ campaign 

Led by a hijabi woman of colour, the initiative promotes fair trade, financial accessibility, and diverse representation in the jewellery industry, challenging traditional exclusivity in high-end diamond markets. 

Dubai: SK Dazzle DMCC and Step Up Journey have launched the ‘Diamonds Are for Everyone’ campaign, marking a significant milestone in the diamond jewellery industry. This initiative introduces the first hijabi woman of colour as a prominent face of the sector, setting a new precedent for inclusivity and diversity in luxury jewellery. 

The soft launch of SK Dazzle’s latest Exordium diamond collection, in collaboration with Step Up Journey, goes beyond being just another jewellery unveiling. It signals a broader movement aimed at redefining luxury, making it more inclusive, and addressing long-standing perceptions of exclusivity in the industry. The campaign aims to bring diversity, inclusion, and equal opportunities to the forefront, ensuring that diamonds are accessible and relevant to a wider audience. 

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The event was curated by House of F.E.M.M.E by Misendy, highlighting a mission to celebrate beauty, resilience, and entrepreneurship. By positioning itself as a movement rather than a traditional jewellery launch, ‘Diamonds Are for Everyone’ underscores the growing demand for ethical and inclusive practices within the industry. 

Zai Miztiq, a Singaporean global speaker and resilience advocate, leads the campaign, symbolising the strength and diversity that the initiative represents. The campaign is positioned to redefine the narrative of luxury, ensuring it aligns with social responsibility and inclusivity. 

As SK Dazzle’s CSR business partner, Step Up Journey is driving the campaign’s impact beyond the jewellery market. The collaboration focuses on ethical procurement and fair trade, supporting both natural and lab-grown diamonds. Additionally, the campaign highlights the need for financial inclusion within the jewellery sector, offering opportunities for a more diverse range of consumers to engage with high-end jewellery. 

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In a further demonstration of its commitment to social responsibility, SK Dazzle has also sponsored the Braille edition of Zai Miztiq’s book, making literature accessible to the visually impaired. This initiative reflects the brand’s broader mission to contribute to community engagement beyond its core business operations. 

The ‘Diamonds Are for Everyone’ campaign represents a shift in the jewellery industry’s approach to representation and inclusivity. With a strong emphasis on ethical sourcing, financial accessibility, and diverse representation, the initiative challenges traditional industry norms and sets the stage for a more inclusive future in diamond jewellery. 

Retail Jeweller ME News