Global icon Jennifer Lopez becomes the face of Zen Diamond as the jewellery brand accelerates its worldwide and Indian expansion
Actor and pop icon Jennifer Lopez has been named the new global ambassador for Zen Diamond, as the Turkish-origin jewellery brand steps up its international push across 22 countries, including India.
The partnership follows Lopez’s discovery of the brand during her “Up All Night” world tour earlier this year, when she was introduced to Zen Diamond’s blend of traditional craftsmanship and contemporary design. What began as a casual introduction has evolved into a creative collaboration that will include campaigns and projects celebrating “brilliance and sophistication,” the company said.
The first campaign, shot in Los Angeles by photographer Norman Jean Roy, features Lopez wearing Zen’s diamond pieces in a series of high-glamour portraits designed to highlight the brand’s modern edge.
“Collaborating with Jennifer Lopez, a powerful, inspiring artist with a truly global influence, is tremendously exciting for us. Her energy and presence perfectly embody Zen’s vision and the spirit of our creations”, said Emil Güzeliş, Chairman of Zen Diamond.
Zen Diamond, founded in 2000, traces its heritage to a family jewellery business dating back to 1890. It has become one of the world’s largest diamond jewellery producers, known for its vertically integrated operations and large-scale manufacturing capacity.
In India, the company launched its first store in Mumbai’s Bandra in 2024 and has since opened outlets in Borivali, Bengaluru, and Chandigarh. It plans to expand to 100 locations over the next five years.
“India represents an incredibly dynamic market where heritage meets modern aspiration.With our expanding retail footprint and this global collaboration with Jennifer Lopez, we are shaping a new era of contemporary luxury for Indian consumers”, said said Neil Sonawala, Managing Director of Zen Diamond India.
Zen Diamond works closely with the Natural Diamond Council to promote transparency and sustainability in the diamond trade.
