The Brand Agency is proud to share that we have been announced as a finalist for Ragan’s 2021 Media Relations Awards for our work with Aether Diamonds, the world’s most sustainable fine jewelry brand. Using carbon sequestration technology to pull pollution that would otherwise contribute to global warming directly from the air, Aether is the world’s only diamond brand that is carbon negative. In anticipation of their launch and foray into the fine jewelry market, Aether tapped The Brand Agency to tell their story in the media and educate various types of audiences on the importance of their work.
The Brand Agency’s ultimate goals for Aether were to increase brand awareness around their company’s mission and introduce them to key decision makers in top-tier fashion, technology, business, bridal, trade and sustainability publications. We wanted to tell Aether’s genesis story, peel-back-the curtain on how they are the world’s only truly sustainable fine jewelry brand, and educate various types of audiences on both their methods and position in the market amongst their competitors.
Through The Brand Agency’s efforts, we were able to launch Aether as a new trailblazer in the business, fashion, tech and sustainability markets. Aether news debuted in our preferred media target and innovation-focused publication, Fast Company. Gearing toward fashion and luxury, Aether’s launch was covered by the most world-renowned publication in the fashion world, Vogue. To keep the momentum around the launch going, we wanted to ensure Aether was talked about on business and entrepreneurship vertices, securing a more business-focused story with Forbes. Moving toward a science and tech-related market, we locked in standalone pieces on Engadget and Scientific American. Keeping an eye towards important press in the jewelry trade and bridal spaces, two important lanes for Aether, we also secured stories for the brand in JCK Magazine, one of the most respected jewelry trade publications, and Brides Magazine to tackle coverage in the wedding arena.
Our strategy to create thoughtful, meaningful press tied to Aether’s launch paid off for the brand in dividends. Aether generated more than $1 million in waitlist signups for their diamonds in less than a month since their debut. In less than 3 months since their entry into the market, Aether has generated more than $2 million in waitlist signups.
We’re excited to be among all the amazing campaigns listed as finalists, including Playstation’s PS5 launch, Kraft Heinz Company, The World Disney Company, ESPN and more. To access the list of award finalists, please visit Ragan’s 2021 Media Relations Awards. Good luck to our fellow finalists!