Diamonds International, established over 30 years ago in St. Thomas, is among the largest jewelry retailers in the world. Catering to cruise passengers and travelers to popular vacation destinations, Diamonds International has more locations in the Caribbean, Mexico, and Alaska than any other fine jeweler.


Social Media Strategy and Implementation


Through a revived look and feel, Diamonds International was relaunching its exclusive brand, Safi Kilima Tanzanite. The foundation of the rebranding platform was rooted in commemorating and celebrating travel experiences and supported by exotic imagery, as well as taking advantage of the 50th anniversary of Tanzanite’s discovery. There had been no clear vision for social media strategy or direction on brand consistency within social media. Rebel was tasked with establishing a social media presence and growing a social following.


Rebel created Facebook and Instagram strategies, along with a content plan that included witty postings, teaser content leading up to the brand launch, and timely content that took advantage of current events such as NYC Fashion Week runway features, national holidays, special promotions and information specific to traveler destinations.

Rebel worked closely with the Diamonds International’s team to synchronize efforts with other marketing initiatives and to leverage video and photo opportunities and other relevant tanzanite news. (Did you know Jay-Z gave Beyonce tanzanite when Blue Ivy was born? Rebel did.)

The result was an increase of Facebook followers from less than 500 to more than 6,000 in the first month. Engagement rates increased almost 200% in the same timeframe.

My Rock Stars!! Rebel Interactive Group, is a full service digital marketing agency. They developed us a winning and comprehensive online business strategy and committed to keeping us ahead of the curve on emerging technologies. They are professional, diligent, and the work is beautiful. A pleasure to work with!

Roberta Rossi

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