Auction Reminds Us: Elvis Presley Loved to Give Away Jewelry to Friends and Fans

Every time Elvis Presley's personal jewelry comes up for auction, we're reminded of the singer's legendary generosity. You see, for all the treasures Presley kept for himself, he gave away nearly as many, according to his personal jeweler.

Presley famously wore gem-encrusted rings and pendants, and often gifted the jewelry to friends, colleagues and fans. It wasn't unusual for Presley to wear a favorite piece and then present it to a staffer who admired it.

The diamond and ruby 14-karat gold ring being offered for sale today at UK-based Omega Auctions was originally owned by the King of Rock and Roll, but was gifted to a fan after a June 1975 concert at the Hofheinz Pavilion in Houston.

That ring is just one of a series of Presley's personal pieces that will hit the auction block today. Another auction highlight is a gold bracelet that had been gifted to Sam Thompson, Presley's friend and member of his security team. He gave away the bracelet when they worked together in Las Vegas in 1976. Both the ring and bracelet are each expected to sell for about $13,000.

Presley often traveled with his personal jeweler, Lowell Hays, who would carry around a suitcase full of gemstone-adorned baubles.

During a 1975 show in North Carolina, Presley asked Hays to bring the jewelry suitcase onstage. Hays said Presley was in "one of his moods" and started handing out jewelry to the women in the front row.

“So when the show ended, I ran out the back door and jumped in Elvis’ car and I said, ‘Elvis, I’m embarrassed. I just wish I hadn’t been here and then you wouldn’t have lost all that money. You just gave away all that money out there!’” Hays recalled. “And he looked at me and he laughed that little Elvis laugh he has and he said, ‘You know what, Lowell? I’m going to have to sing five minutes more tomorrow night to pay for it.’”

Hays explained that among Presley most cherished jewelry possessions was the “TCB” ring the jeweler crafted for him using 56 diamonds, including an 11.5-carat solitaire. "TCB" stood for "Taking Care of Business," Presley's mantra and also the name of his backing band.

During a 2017 interview with billboard.com that marked the 40th anniversary of Presley's passing at the age of 42, Hays recounted an incident that earned him a coveted TCB necklace, a piece of jewelry normally reserved for Presley's inner circle.

Hays was attending one of Presley's shows at the International Hotel in Las Vegas when he noticed a man trying to sneak on stage.

“Elvis is pointing [at the guy], but the bodyguards aren’t paying any attention," Hays told billboard.com, "so I bailed out of my seat and took care of it.”

After the show, Presley ripped into his bodyguards. Then he asked Hays if he had any TCB pendants in his case. Hays handed the jewelry to The King, but then Presley gave it right back, saying, “It’s about time you had one of these.”

Credit: Image of Ring and bracelet via omegaauctions.co.uk. Image of Elvis Presley (1970) by Ollie Atkins, chief White House photographer at the time. See ARC record. [Public domain], via Wikimedia Commons. TCB pendant via auction.graceland.com.

A-Rod Proposes to J. Lo With Eye-Popping Emerald-Cut Diamond Engagement Ring

Back in 2001, Jennifer Lopez famously sang, "My love don't cost a thing," but that didn't stop boyfriend Alex Rodriguez from spending upwards of $5 million for an eye-popping emerald-cut diamond engagement ring. The couple proudly displayed a romantic hand-in-hand photo of the ring on their respective Instagram pages Saturday.

The former New York Yankee and 14-time All Star popped the question to the chart-topping performer and style icon while the two were vacationing at Baker's Bay Golf & Ocean Club in the Northeastern Bahamas.

A-Rod, 43, captioned his post, "She said yes," and punctuated the phrase with a heart emoji. The simple, heartfelt message struck a chord with his followers and received more than one million Likes.

The 49-year-old J. Lo, who claims 88.3 million followers on Instagram, captioned her version of the sweet photo with no words, just eight heart emojis. Her post earned 4.7 million Likes.

The couple hasn't revealed the weight of the diamond or the value of the ring, so jewelry-industry pundits were asked to offer their best guesses when questioned by leading fashion and celebrity websites. Overall, size estimates ranged from 10 to 20 carats, with price tags starting at $1 million and topping out at $5 million. The highest estimate was made with the assumption that the diamond is flawless.

All the experts described the emerald-cut diamond as "classic," a shape that was popular back in the 1920s, and is making a comeback. Included on the growing list of celebrities opting for emerald-cut diamonds are Amal Clooney and Beyoncé.

Because the emerald-cut diamond is so spectacular, Rodriguez chose to go with a very simple setting, one that wouldn't detract from the stone itself. The pundits also said that the elongated shape of the emerald-cut diamond accentuates the length of Lopez's fingers.

When Us Weekly asked Lopez for the secret behind the success of her relationship with Rodriguez, she said, "We just support each other. It’s just how we do it.”

Lopez and Rodriguez have been dating for two years and each has two children from previous marriages. All the kids are between the ages of 10 and 14. This will be the fourth time Lopez has tied the knot. Rodriguez has been married one other time.

Credits: Images via Instagram.com/arod.

Music Friday: Miami Gleams Like Aquamarine in Lana Del Rey's 'Salvatore'

Welcome to Music Friday when we bring you dreamy songs with jewelry, gemstones or precious metals in the title or lyrics. Today, American singer-songwriter Lana Del Rey takes us on a flyover of Miami and describes the scene as aquamarine in her 2015 love song, "Salvatore."

Del Rey's cinematic singing style is reminiscent of Frank Sinatra, and although the song takes place in contemporary Miami, the artist paints a picture of summer romance in an Old World town on the coast of southern Italy.

March's official birthstone makes a guest appearance in Del Rey's first verse...

She sings, "All the lights in Miami begin to gleam / Ruby, blue and green, neon too / Everything looks better from above, my king / Like aquamarine, oceans blue."

British singer Adele offered the song high praise in an interview with Vogue magazine, stating, "The chorus makes me feel like I'm flying..."

Del Rey told BBC Radio 1, "It's probably the track that's the most different from the other tracks on the record. It has a little bit of an Old World Italian feel. It's kind of a weirder song, but I love the chorus. It's filmic."

"Salvatore" appeared as the 10th track on Del Rey's fourth studio album, Honeymoon. Music critics loved the album and so did the record-buying public. Honeymoon charted in 31 countries, including a #2 spot on the U.S. Billboard 200 and a #3 spot on the Canadian Albums chart.

Born Elizabeth Woolridge Grant in New York City in 1985, Lana Del Rey's stage name is a nod to Lana Turner and the Ford Del Rey sedan. Although she was raised in Upstate New York, she moved back to Manhattan as a 20 year old to pursue a music career. Her preoccupation with glamour, melancholia and post-WWII pop culture placed the young artist in a genre all her own.

Del Rey told Artistdirect, "I wasn't even born in the '50s but I feel like I was there."

Her breakthrough came in 2011 after the viral success of her single "Video Games." Since then, she has produced two #1 albums and earned Grammy and Golden Globe nominations. Her official YouTube channel has netted more than 3.1 billion views. Eleven of her videos have topped 100 million views on Vevo.

Please check out the audio track of Del Rey singing "Salvatore." The lyrics are below if you'd like to sing along...

"Salvatore"
Written by Elizabeth Grant and Lana Del Rey. Performed by Lana Del Rey.

All the lights in Miami begin to gleam
Ruby, blue and green, neon too
Everything looks better from above, my king
Like aquamarine, oceans blue

Ah-ah-ah-ah
Ah-ah-ah-ah
Cacciatore
La-da-da-da-da
La-da-da-da-da
Limousines
Ah-ah-ah-ah
Ah-ah-ah-ah
Ciao amore
La-da-da-da-da
La-da-da-da-da
Soft ice cream

All the lights are sparkling for you it seems
On the downtown scenes, shady blue
Beatboxing and rapping in the summer rain
Like a boss, you sang jazz and blues

Ah-ah-ah-ah
Ah-ah-ah-ah
Cacciatore
La-da-da-da-da
La-da-da-da-da
Limousine
Ah-ah-ah-ah
Ah-ah-ah-ah
Ciao amore
La-da-da-da-da
La-da-da-da-da
Soft ice creams

The summer's wild
And I've been waiting for you all this time
I adore you, can't you see, you're meant for me?
Summer's hot but I've been cold without you
I was so wrong not to tell, Medellín, tangerine dreams

Catch me if you can, working on my tan, Salvatore
Dying by the hand of a foreign man happily
Calling out my name in the summer rain, ciao amore
Salvatore can wait
Now it's time to eat soft ice cream

Ah-ah-ah-ah
Ah-ah-ah-ah
Cacciatore
Ah-ah-ah-ah
Ah-ah-ah-ah
Limousines
La-da-da-da-da
La-da-da-da-da
Ciao amore
La-da-da-da-da
La-da-da-da-da
Soft ice cream

Credit: Image by Georges Biard [CC BY-SA 3.0], via Wikimedia Commons.

Debby Ryan Seeks Advice on How to Keep Her Engagement Ring Safe on the Set

Actress Debby Ryan recently had some fun with her Twitter followers as she sought advice on how to keep her new diamond engagement ring secure on the set of Insatiable as she begins filming the second season of the Netflix comedy.

Ryan, 25, and Twenty One Pilots drummer Josh Dun, 30, were engaged just before Christmas, and the former Disney star proudly posted pics on Instagram of the bended-knee proposal and the emerald-cut diamond ring.

Unfortunately, Ryan's character, Patty, is not engaged, so the ring can't be part of her on-set wardrobe.

She clarified that her engagement ring needed to be stashed in a secure location, but not visible on camera. She was concerned about the safety of her ring because of the number of people who have access to the set. She also noted that her Apple Watch was stolen from her cast chair during Season 1.

On Monday, as she began filming Season 2, Ryan shot out this message to her four million Twitter followers: "Hey actors and people who have to take your engagement/wedding rings off for work all the time, wyd [what do you do] with them??"

Her question quickly generated more than 600 replies, some serious, some silly.

When one Twitter follower suggested that she wear the ring on a necklace, Ryan responded, "No I can’t put it on a necklace. Where would young Patty get a chain with a thick engagement ring on it. Her mom doesn’t even give her money for dinner. And she’s a killer not a thief. Come on you guys."

Twitter follower @popcornchams told Ryan that she should do what the actors do on the set of Grey's Anatomy: "Pin it to the inside of your shirt. Out of site, but safe and close by."

Fan @DugyFresh had this novel idea: "Oh yes. You could even connect it to a cool lip piercing or mouth gauge so nobody would know your secret. If someone gets suspicious past that, say it's a training device for throat singing."

To which Ryan clapped back, "Ohhh, this is a very good and novel idea. Been meaning to ask you, 'What’s that key ring looped between your molars?'"

A few other practical-minded followers suggested that she should simply hide it in her bra, slip it in a sock, hire a bodyguard, leave it at home or place it in a safe in her trailer.

Ryan wrote, "How do you bolt the safe down?"

Twitter follower @onlyskeletons made this offer: "You can also contract me to be a ringsitter. I'll be safe with me. I'll take care of it. I'll feed and clean it."

Ryan's Instagram Stories revealed how she eventually solved her dilemma. She slipped the ring onto a padlock and affixed it to an immoveable object in her trailer — although it was unclear from the photo exactly what it was locked onto.

Follower @DelegardeLloyd assumed she locked it onto a dresser handle, sparking this snarky remark, "Saw what you did with your ring and I have to laugh."

He noted that any determined thief could unscrew the handle and walk off with the ring. "Try again, ma'am," he wrote.

At the end of December, just after Ryan accepted Dun's proposal and her new engagement ring, the pair turned to Instagram to share the news with their fans.

“I said yes!” Ryan declared. “Well technically I said ‘NO WAY’ but I meant yes.”

Dun wrote, "I found a tree house in the woods in New Zealand and proposed to my girl. She my dude for life. I love you Debby."

Ryan and Dun have dated on and off since May of 2013.

Credits: Images via Instagram.com/JoshuaDun; Instagram.com/DebbyRyan.

Birthstone Feature: Munsteiner's ‘Dom Pedro’ Is the World's Largest Faceted Aquamarine

Weighing 10,363 carats, the "Dom Pedro" is the largest faceted aquamarine in the world and the masterwork of Bernd Munsteiner, an Idar-Oberstein-based gem cutter, who has been called “The Picasso of Gems” and “The Father of the Fantasy Cut.”

Standing nearly 14 inches tall, the obelisk-shaped Dom Pedro is, arguably, the most beautiful example of March’s official birthstone and one of the few objects in the world that can hold its own in a display case just 30 feet from the Hope Diamond at the Janet Annenberg Hooker Hall of Geology in Washington, D.C.

Back in 1992, when Munsteiner viewed the gem for the first time, “it was love a first sight!” according to an account at Smithsonian.com, and transforming the rough crystal into the Dom Pedro would become the “project of his life.”

Munsteiner spent four months studying a massive 57-pound rough aquamarine crystal before embarking on a grueling six-month adventure to meticulously cut, facet and polish the stone. Munsteiner is famous for his “fantasy cuts,” where he facets a pattern of “negative cuts” into the back of a gem, which reflects the light from within. The finished work weighs 4.57 pounds.

Named after Brazil’s first two emperors, Dom Pedro Primeiro and his son, Dom Pedro Segundo, the aquamarine was originally part of a much larger crystal that was discovered by three Brazilian prospectors — garimperos — in the state of Minas Gerais in the late 1980s. While being transported, the one-meter-long, 100-pound crystal fractured into three pieces. Two were eventually cut into smaller gemstones, but the largest piece had much greater potential. Its exquisite green-blue color and pristine clarity opened a window of opportunity for a cutter with the skill of Munsteiner.

While cutting the gem completely by hand, he was never concerned with the eventual carat weight. His attention was purely on the beauty and the brilliance. “When you focus on the carat weight, it’s only about the money,” he said. “I cannot create when I’m worried about the money.”

Unveiled at the annual gem fair in Basel, Switzerland, in 1993, the gem became a traveling ambassador for the German government, a tangible example of German craftsmanship and ingenuity.

But, by the late 1990s, the gem’s future was in jeopardy. The Brazilian consortium partner wanted the gem to be sold so he could recoup his investment. Gem collector Jane Mitchell and her husband Jeffery S. Bland stepped in to purchase the Dom Pedro in 1999, ensuring that it would remain intact and not sliced up into smaller stones.

The couple generously gifted the Dom Pedro aquamarine to the Smithsonian in 2011. It was made part of the permanent exhibition at the very end of 2012.

Aquamarine is the pretty soft blue variety of the mineral beryl. Other gems in the same family include green emerald, pink morganite and golden yellow heliodore.

Credits: Dom Pedro photos by Donald E. Hurlbert / Smithsonian.

Houston's Museum of Natural Science Reveals Stunning 422-Carat Blue Sapphire

Hollywood’s glamour gals are not the only ones turning heads with their magnificent jewels. The Houston Museum of Natural Science (HMNS) just unveiled the stunning "Siren of Serendip," one of the world’s largest blue sapphires.

Weighing in at an awe-inspiring 422.66 carats, this gorgeous deep blue gem was discovered almost a century ago on the island of Ceylon (Sri Lanka). The original rough crystal weighed 2,670 carats before it was cut and polished.

According to HMNS CEO Joel Bartsch, the Siren of Serendip was acquired after an exhaustive chain of events, including calls to the museum, a trip to Sri Lanka, calls to the board, release of the stone to the museum, transport to the U.S., vetting by a top gem laboratory, negotiations, and then outreach to donors.

Several generous Houstonians sponsored the purchase of the rare gemstone and its exceptionally beautiful setting.

Siren of Serendip is set in an elegant necklace designed and created by Ingo Henn of London and Idar-Oberstein, Germany. A master goldsmith and certified gemologist, Henn creates exquisite nature-inspired pieces from beautiful gems. He is the great grandson of a renowned gemstone carver and trader.

The necklace features a cascade of 913 white diamonds (36.30 carats total weight), with the deep blue sapphire juxtaposed against cool white metals – platinum and white gold. According to Henn, only white diamonds and white metals were used to frame the sapphire, making it pop. The necklace was then polished and rhodium-plated.

“It has to be the fitting frame for this superlative stone," says Henn. “I want viewers to be drawn to the piece, to be captivated by this stunning blue sapphire. It’s fittingly set in this very timeless, elegant and harmonious design. A piece like this is made for eternity.”

Siren of Serendip is on temporary display at HMNS's Brown Gallery until March 24.

Credits: Images courtesy of the Houston Museum of Natural Science.

Drake's New $400,000 iPhone X Case Is Set Edge to Edge in Blue Diamonds

Talk about opulence! Canadian rap star Drake recently commissioned a Beverly Hills jeweler to design an 18-karat white gold iPhone X case adorned from edge to edge with blue and white diamonds weighing a total of 80 carats. The $400,000 case is punctuated by a white gold, diamond-eyed symbol of Drake's record label, the OVO owl.

Instagram users got their first peek at Drake's vision on the page of jewelry designer Jason Arasheben, who posted two videos of the extravagant cell phone case. Arasheben added this caption: “Because we can’t do basic! Diamond iPhone cover for our friend @champagnepapi.”

Drake, whose song “God’s Plan” earned the 32-year-old a Grammy Award earlier this month, is famous for his over-the-top purchases that often feature gold and diamonds.

In July of 2016, we wrote about Drake's solid gold Air Jordans, a pair of shoes that reportedly weighed 100 pounds and were worth more than $2 million. Designed and fabricated by mixed-media artist Matthew Senna, the shoes represented a gilded replica of the Air Jordan 10s that record label OVO created in collaboration with Nike.

More recently, Drake commissioned a 100-carat, life-sized owl pendant, which included its own cage.

Drake's new iPhone X case features row upon row of meticulously hand-set blue diamonds. Rising from the sparkling blue ground is the beautifully detailed white gold owl that stares at the user with its large white diamond eyes.

While Instagram comments about Arasheben's post were generally positive, some users wondered what will happen to the $400,000 case if, and when, Drake upgrades to the iPhone XI later this year. If the newest iPhones are a different size, Drake's blue bling accessory could become obsolete in a hurry.

Wmagazine.com reports that despite its six-figure price tag, Drake's iPhone isn't the most expensive one ever designed. That honor goes to Canadian jewelry designer Anita Mai Tan, who created a dragon-themed 18-karat gold case adorned with 32 diamonds covering 75% of the surface. The case, which is designed to hang from the neck on a chain, is priced at $880,000.

Credits: Images via instagram.com/jasonofbeverlyhills.

Couples Spending More Than Ever on Super-Personalized Weddings, Reports The Knot

The Knot's 12th annual "Real Weddings Study" paints a picture of a new generation of couples who are willing to break with tired traditions and invest, instead, in super-personalized events infused with meaningful details. Their goal is for guests to leave the celebration saying, “That was so them.”

The Knot reports that bridal couples are pulling out all the stops to make sure their loved ones have an absolute blast: The average couple hosts 136 guests, and the average spent per guest is $258. Besides the expected food, drink and music, 38% of couples hire above-and-beyond reception entertainment. The Knot's survey respondents listed live tattoo artists, cigar-rolling stations and craft margarita bars among the outside-the-box attractions.

The cost of an average wedding (not including the honeymoon) reached another all-time high in 2018. The total expenditure of $33,931 was up slightly from 2017's mark of $33,391.

The engagement ring — at $5,680 — remained the second-highest-priced item on the list of all wedding expenses (the venue was #1). The average price for an engagement ring in 2018 was slightly down from the previous year's total of $5,764. The Knot noted, however, that a sub-group of “high spenders” (those whose weddings cost more than $60,000) spent an average of $13,619 on their engagement rings.

Couples spent an average of $1,078 on a wedding band for the bride, and $584 for the groom. For high spenders, the numbers were $1,983 and $1,017, respectively.

"Weddings in 2018 showcased more personality and attention to detail than ever before," noted Kristen Maxwell Cooper, editor in chief of The Knot. "Couples are rethinking conventional traditions and putting their own creative spins on long-standing wedding moments, like unity ceremonies and first dances. Some couples are opting to embrace their cultural heritage, while others choose to pay homage to pop culture that plays a part in their shared story. Each wedding is a love story worth celebrating, and every detail is an opportunity to infuse personal style and sentiment."

According to The Knot, how couples signify their unity is evolving. In addition to using traditional sand or candles, couples are embracing their personal history and cultural heritage in new ways—through unity ceremonies that mix up guacamole recipes from their grandparents, blending whiskeys from locales close to their heart, or honoring a long-standing cultural unity tradition like Celtic Handfasting, where the couples commit to each other by having their hands tied together with a braid.

While couples embrace, reclaim and redefine some traditions, they're breaking with others, such as the garter toss (33%, down from 41% in 2016), and the bouquet toss (45%, down from 53% in 2016).

Four in five (80%) couples report having set a wedding budget. Nearly half (45%) admitted to going over their planned budget and only 6% said they stayed under budget. In 2018, 91% of couples contributed to their overall wedding costs, with 9% of those couples paying for their wedding entirely on their own.

Other key findings from the survey include the following:
• Most Expensive Place to Get Married: Manhattan, $96,910
• Least Expensive Place to Get Married: Idaho, $16,366
• Average Spent on a Wedding Dress: $1,631
• Average Marrying Age: Bride, 29.1; Groom, 30.5
• Average Number of Guests: 136
• Most Popular Month to Get Engaged: December (16%)
• Average Length of Engagement: 13.6 months
• Most Popular Month to Get Married: September (18%)
• Popular Wedding Colors: Ivory/Champagne (33%), Dark Blue & Burgundy/Wine (tie at 29%), Gold (27%) and Light Pink (23%)
• Percentage of Destination Weddings: 23%

These were the average costs of key bridal services in 2018: reception venue ($15,439); reception band ($4,247), photographer ($2,679), florist/décor ($2,411), ceremony venue ($2,382), videographer ($2,021), wedding/event planner ($2,002), wedding dress ($1,631), rehearsal dinner ($1,297), reception DJ ($1,292), transportation ($856), ceremony musicians ($797), wedding cake ($528), invitations ($386), groom’s attire and accessories ($283), officiant ($286), favors ($245), wedding day hair stylist ($123) and makeup artist ($102). Catering averaged $70 per person.

The 2018 "Real Weddings Study" is based on the responses from nearly 14,000 U.S. brides and grooms married between January 1 and December 31, 2018.

Credit: Image by BigStockPhoto.com.

Everybody's Buzzing About the Yellow Diamond Lady Gaga Wore at the Oscars

Lady Gaga may have scored an Oscar for Best Original Song on Sunday night, but what had everybody buzzing was her red carpet reveal of "The Tiffany Diamond," one of the largest and finest fancy yellow diamonds in the world.

The extraordinary 128.54-carat cushion-cut sparkler, which normally resides on the main floor of Tiffany’s Fifth Avenue flagship store, has been worn by only three women during its 142-year history.

The gem made its first public appearance on the neck of Mrs. E. Sheldon Whitehouse at the 1957 Tiffany Ball. Actress Audrey Hepburn famously wore it in 1961 publicity posters for the motion picture Breakfast at Tiffany's. And, on Sunday, Gaga and The Tiffany Diamond turned heads at the 91st Academy Awards.

The 128.54-carat yellow diamond was cut from a 287.42-carat rough stone discovered in the Kimberley diamond mines of South Africa in 1877 and acquired the following year by Tiffany's founder, Charles Lewis Tiffany.

The rough stone was brought to Paris, where Tiffany’s chief gemologist, Dr. George Frederick Kunz, supervised the cutting of the diamond into a cushion-shape brilliant with an unprecedented 82 facets — 24 more facets than the traditional 58-facet brilliant cut. The stone measures slightly more than an inch across.

In 1961, the diamond was set in a ribbon rosette necklace to promote Breakfast at Tiffany’s. In 1995, it was part of a brooch called Bird on a Rock, which was exhibited at the Musée des Arts Décoratifs in Paris.

The Tiffany Diamond necklace worn by Gaga was designed in 2012 to mark Tiffany's 175 anniversary celebration. The platinum necklace features an openwork motif of sunrays glistening with 481 diamonds totaling more than 100 carats.

Credits: Academy Awards screen capture via YouTube.com/ABC; The Tiffany Diamond and rendering image © Tiffany & Co.; Bird on a Rock image by Shipguy [CC BY-SA 3.0], via Wikimedia Commons.

'For Me, From Me' Diamond Ad Campaign Debuts During E!'s Oscar Coverage

The Diamond Producers Association's “For Me, From Me” ad campaign made its debut yesterday during E! News' highly rated coverage of the 91st Academy Awards.

“For Me, From Me” is a campaign inspired by the ever-growing segment of the market represented by women who buy diamonds for themselves. The group now accounts for one-third of the $43 billion diamond jewelry market.

E! viewers were introduced to the new lifestyle videos via an innovative picture-in-picture presentation. This is a technique where — just before scheduled commercial breaks — the show coverage and DPA video were shown on the screen simultaneously.

In addition, elements of the campaign were seen in photo gallery takeovers on E!'s Instagram page and at EOnline.com.

Kristina Buckley Kayel, DPA’s managing director for North America, noted that "For Me, From Me" represents the third wave of the Real is Rare, Real is a Diamond campaign. The previous campaigns helped establish diamonds as the ultimate symbol of realness and authenticity in love and in life.

“Our latest campaign celebrates the distinct pride and joy women feel in purchasing a diamond for themselves, a celebration of self that is beautifully embodied by the enduring qualities of a natural diamond,” she said. “It’s timely for the diamond industry to acknowledge the different needs and mindset of the female self-purchaser, and position itself optimally to service her.”

Kayel explained that the qualitative research conducted by DPA in 2018 uncovered the key reasons why women consider natural diamonds the ultimate self-luxury: They can be worn every day with any outfit, they last a lifetime and can be passed down, and they are a good investment because they retain their value.

The $10 million to $15 million campaign is set to run through September and will include TV, digital and print components.

Credit: Screen capture via YouTube.com/Real is a Diamond.