77 Diamonds is an award-winning jeweller, specialising in diamonds and bespoke engagement rings.
They wanted to become the leading authority on engagement rings in their market. We knew this would be a tough ask given the trust and reputation already built from other jewellery retailers.
77 Diamonds wanted to become a leading authority for engagement rings in a market where trust is everything and competitors already have strong reputations.
Our goal was to earn that trust at scale by increasing brand awareness, strengthening organic visibility, and driving measurable commercial impact.
To do that, we created a link-building asset designed specifically for high-tier press coverage. We identified that celebrity engagement stories consistently attract attention, but the coverage is often fleeting and rarely adds lasting value.
The Celebrity Engagement Ring Audit was built to change that. By turning short-lived headlines into a permanent, data-led resource, we gave journalists a credible reference point packed with historic detail, trends, and forecasts on ring styles. The goal was clear:
Creating a unique data piece took effort from multiple channels in order to succeed.`
A research team analysed 100 high-profile proposals to see what gems make the rich and famous tick. Factors under consideration included value, ring style, metal and the ‘7 Cs’.
From the data, trends and forecasts were highlighted and displayed in illustrated graphs. We converted the figures into dollars and euros to ensure maximum global pickup
Design
We kept the design and copy sleek and concise, with on-brand colours throughout. We knew the data would speak for itself, so we highlighted key points with illustrations and used snapshots from Instagram to engage tabloid audiences.
Creating this report gave us an entry point into a sector we’d never worked in before. However, this also meant we had to build relationships from scratch.
We took a four-pronged approach to our outreach, focusing on 4 verticals: celebrity, fashion, relationships (including weddings) and trade titles. This guaranteed that all bases were covered.
We used a mixture of tools to source contacts and corroborate the sources to fully meet the outreach potential.
When it came to our blogger outreach campaign, we approached micro-influencers in the fashion and women’s lifestyle sectors who had both an engaged audience and a good Domain Authority.
We know that following up your contacts can be the difference between gaining a link or not.
We approached targets on a tier-by-tier basis. With tier one and two targets we distributed a well-crafted press release tailored to their industry, followed by a more personalised follow-up to ensure maximum coverage opportunities.
We did not make all of the raw data publicly available, only giving access to journalists who requested it. This allowed us to entice journalists into contacting us and enabled us to develop a rapport with these new associates. It also established ourselves as a point of contact for future celebrity engagement enquiries.
The Celebrity Engagement Ring Audit gave the press a genuinely useful, story-led data asset, making it easy for journalists to reference, cite, and link back to 77 Diamonds from high-quality publications. Those earned placements then translated into measurable SEO and commercial gains.
The campaign secured widespread coverage and mentions across mainstream and niche outlets, positioning 77 Diamonds in conversations that already attract huge attention. Importantly, the exposure was anchored to a permanent asset, which helped extend the lifespan of the story beyond the usual short news cycle.
Increase in visibility
Increase in organic revenue
Increase in page value
Links gained from over 57 unique domains.
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Digital performance reports covering 60+ industries within retail, finance and B2B.
