Technology has greatly changed our way of doing things. Unlike some years ago when jewelry lovers would purchase as many fashion magazines as possible to see what’s trending, digitization has made it easier to see new trends and make purchases. Today, social media influencers use various platforms to share their opinions about different products/services and bring their audiences up-to-date.
Tracey Ellison, popularly known as TheDiamondsGirl, is a top jewelry blogger/influencer who has solidified her spot in the industry. She has 838,000 followers on Instagram and 50,000+ on Facebook, making her one of the most followed and respected influencers in the jewelry space.
Tracey has worked hard to establish relationships with the world's finest jewelry houses. It hasn’t been easy to gain their trust, initially there was resistance from jewelry houses to allow influencers to post pieces on social media. By consistently posting high end pieces, in a carefully curated fashion, Tracey gradually won their trust, and today she has connections that enable her to show her audience some of the rarest and unusual gemstones from across the globe. She has had the chance to rub shoulders with iconic jewelers like Laurence Graff, Lorraine Schwartz, Fowaz Gruosi, and Valleria Mesika, among others. She has traveled to different countries, meeting top jewelry designers and getting her hands on the most iconic pieces, which she showcases on her pages.
According to Tracey, setting up TheDiamondsGirl started as a hobby. She had worked in the corporate world for many years before quitting to pursue something more creative. As Tracey has always had a passion for jewelry, she created an Instagram account to post some of her favorite jewelry. Over time, her page started to attract followers, and people were asking to see more pieces. This slowly paved the way for her, and she started being offered endorsements. She has collaborated with various brands, as well as prestigious companies such as eBay, Bal Harbour Shops, and Saks 5th Avenue.
Tracey says being consistent in creating content that resonates with her audience has helped her form a special bond. She is able to bring her followers the kind of jewelry that most people want and does so in an authentic and realistic manner. Rather than relying on third-parties, Tracey wears the pieces herself and photographs them, making the exceptional seem real and possible.
In one of her visits to Colombia, where she was a guest of International Emerald Mining Company, Tracey had the opportunity to go deep into the mines, a visit she documented on her Instagram. She says her next dream is to visit a diamond mine, hopefully in her home country, South Africa.
Success isn’t a walk in the park, says Tracey. She notes to get to where you want; you must be ready to put in the work and know that giving up is not an option. Although some challenges may seem almost impossible to overcome, Tracey says knowing that iconic pieces, like a Van Cleef Zipper Necklace, have sold after being posted on her page motivates her to work harder and not give up on her passion.
As she continues to break the barriers in the industry, TheDiamondGirl remains dedicated to her goal of providing her audience with the best posts. Tracey has recently launched a line of TDG diamond pendants available online. Since travel opened a few months back, Tracey has been to Monaco, London, Colombia, Bahrain, and more! Nothing stops this dynamo from chasing the worlds rarest gems across the globe!
