How we turned jewellery expertise into 500+ pieces of coverage for Angelic Diamonds
PR approaches: Reactive pr ◠ thought leadership
Our digital PR strategy focused on turning Angelic Diamonds’ 20+ years of jewellery expertise into a reason for the brand to be part of the biggest conversations in celebrity, fashion and pop culture.
The goal? To make Angelic Diamonds one of the names journalists turn to when there’s a ring worth talking.about.
The Belta approach
Some industries are made for reactive PR. Jewellery is one of them.
Celebrity engagements, red carpets, and even sporting events create opportunities for a jeweller to share their expertise.
We built Angelic’s PR strategy around securing these reactive opportunities before others even clocked that one existed.
The result? We’ve secured coverage in:
Forbes / ELLE / Women’s Wear Daily / Rock My Wedding / BRIDES / Sky News / JCK Online / Country & Townhouse / Metro / Mirror
500+ pieces
of coverage and counting
+376% increase in keywords ranking in positions 1-3
300+ backlinks secured, many to key commercial pages
+138% increase in search impressions
When a celebrity gets engaged, people want to know everything. How much is the ring worth? How many carats is it? What cut is the diamond? And is that style about to become the next big engagement ring trend?
With more than 20 years of jewellery experience, Angelic Diamonds' Managing Director Neil Dutta has the expertise to answer those questions.
Making Angelic Diamonds
key to pop culture conversations.
We use that expertise as the basis of an always-on PR strategy, combining fast reactive PR with consistent thought leadership to make Angelic part of the biggest conversations across celebrity, fashion and pop culture.
That takes Angelic far beyond traditional jewellery and wedding press, without ever losing the relevance to what they actually do.
When celebrity engagement news breaks, we’re always ready.
From Zendaya and Taylor Swift to Dua Lipa and some of Formula 1's biggest names, celebrity engagements are a huge part of our reactive PR strategy.
We've also learnt a few tricks for spotting engagement news before it makes its way everywhere else. We're keeping those ones to ourselves.
As soon as a new ring appears, we work with Neil to analyse everything from the diamond, cut and carat to the setting, likely value and the trends it could inspire.
Then we move quickly.
We share that insight with entertainment, fashion, and lifestyle journalists while interest is still highest, giving them the expert detail their readers are already looking for.
And when there's a genuine match within Angelic Diamond’s collection, we connect that interest to similar cuts, settings, and styles people can actually shop.
We find jewellery stories in places you wouldn’t expect.
Our reactive PR goes far beyond engagements.
We keep a close eye on the wider news agenda, fashion and pop culture to find the conversations where Angelic's expertise genuinely belongs.
We've analysed jewellery on the Met Gala carpet, uncovered the symbolism behind a pin featured in The Odyssey and found an unexpected jewellery story as Ozempic use soared.
When searches around lost rings began rising alongside interest in weight-loss injections, we explored how significant weight loss could change ring fit, with Neil explaining how people could reduce the risk of losing their engagement or wedding ring.
We've even analysed the success rate of marriages from Married at First Sight UK and Australia.
Because some of our best jewellery stories don’t start with jewellery at all. They start with what everyone else is already talking about find the genuine reason Angelic Diamonds belongs in it.
Now, journalists come to us directly for jewellery commentary.
The more consistently we’ve showcased Neil's expertise, the more familiar Angelic Diamonds has become to the journalists covering these stories.
And eventually, we didn't always need to make the first move.
Journalists started coming directly to us.
Today, we're regularly approached when a celebrity gets engaged or a journalist needs expert jewellery insight, with Neil providing valuations, diamond analysis and commentary for stories already in the works.
That's exactly what we want thought leadership to do: make the expertise behind a brand something journalists actively seek out.
500+ pieces of coverage,
and counting:
Our ongoing work has now generated more than 300 backlinks across national, fashion, entertainment, wedding, lifestyle, business and international media.
Where relevant, we've also secured links directly to Angelic's commercial collections, connecting the stories generating attention with the products people may actually be looking for.
And the results go beyond the headlines:
300+ backlinks secured, many to key commercial pages
+138% increase in search impressions
+375% increase in keywords ranking in positions 1-3
Don’t just take
our word for it:
We have achieved great PR coverage whilst working with Bekki. She’s very proactive and full of great ideas, which has enabled us to generate links from a broad range of websites. I would definitely recommend her to anybody looking to increase their online PR.”
Neil Dutta
Managing Director
ANGELIC DIAMONDS