Shahla Karimi's 'Diamond Divas' Series Earns Webby Award Nomination

Jewelry designer Shahla Karimi's bold investment in a social media reality series, titled Diamond Divas, has garnered a nomination for a prestigious Webby Award, recognizing the brand's innovative approach to digital content creation. The series, which chronicles the lives of the all-women team at Karimi's New York City showroom, is competing in the ‘Best Social: Fashion & Beauty’ category.

A Creative Risk Pays Off

Last year, Shahla Karimi allocated her entire marketing budget to produce Diamond Divas, a year-long social media reality series designed to highlight her namesake brand and the women who are part of its daily operations. This creative gamble is now being rewarded with a Webby Award nomination, underscoring the series' success in captivating audiences and industry experts alike.

The Webby Awards, established in 1996, celebrate excellence across various digital media categories. Diamond Divas was not only nominated for ‘Best Social: Fashion & Beauty’ but also received an ‘Honoree’ distinction in the ‘Video & Film: Unscripted’ category, acknowledging its outstanding quality even if not officially nominated.

Spotlighting Modern Love and Female Empowerment

Diamond Divas features 40 one-minute episodes that offer a comedic yet uplifting look at the real-life situations faced by the eight women working in Shahla Karimi’s New York City showroom. The series explores themes of modern love and relationships, using humor to resonate with viewers. It is distributed across platforms including Instagram, TikTok, YouTube Shorts, and Substack.

Shahla Karimi, founder of the brand and creator of the series, expressed her honor at the nomination. “As a small brand, I knew we were taking a risk, but when I saw the Webby nomination come through, I knew it was clearly all worth it. I can die happy now,” Karimi stated. She noted her nomination alongside established brands such as Rare Beauty, WhoWhatWear, PopSugar, and Tory Burch.

The Impact of a Webby Nomination

The Webby Awards are presented by the International Academy of Digital Arts and Sciences, a global body of industry experts. Nick Borenstein, General Manager of The Webby Awards, commented on the significance of the nominations, stating, “Nominees like Diamond Divas are raising the bar for creativity and innovation on the Internet.” He added that with nearly 13,000 entries this year, standing out is a notable achievement.

Beyond the nomination itself, Diamond Divas has already secured a shopping agreement with Tornante Company, a media and entertainment investment firm, which is exploring opportunities to bring the series to television. This development highlights the potential for social media content to transition into broader media landscapes.

About The Webby Awards

The Webby Awards are widely recognized as one of the internet’s highest honors, often referred to as the ‘Oscars of the Internet.’ The awards select two winners in each category: one chosen by the International Academy of Digital Arts and Sciences, and another by the public through the Webby People’s Voice Awards. Winners are celebrated for their ability to deliver a hallmark five-word acceptance speech.

With over 13,000 entries received from more than 70 countries for the 30th Annual Webby Awards, the competition is global and highly competitive. Voting for the Webby People’s Voice Awards is open until April 16, with winners announced on April 21.

Submitting work to The Webby Awards offers significant benefits, including potential new business opportunities for over 80% of winners, substantial marketing exposure, and global recognition generating billions of media impressions. Furthermore, 85% of those recognized report that it has advanced their careers, validating their work as world-class.