Angara’s ‘Celebrate With Color’ Campaign Highlights The Beauty Of Gemstones

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Leading international online jeweller Angara recently launched ‘Celebrate With Color’, aiming to initiate dialogue challenging the conventional narrative surrounding colourless diamonds as the ultimate symbol of luxury and love.

This campaign urges people to embrace the variety, diversity and imperfections of coloured gemstones, and break away from the societal standard of perfection and the ‘4 Cs.’  

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To ensure the campaign reaches a broader audience, Angara has strategically placed digital billboards on Madison Avenue in New York City. The brand’s campaign boldly opposes a well-known name in diamonds and strives to celebrate the unparalleled charm of coloured gemstones.

"It was only in the mid-1900s that diamonds stole the limelight as the industry began promoting a singular idea of perfection-the D flawless diamond," said Ankur Daga, Founder and CEO of Angara. "Through clever marketing, the diamond came to be considered the ultimate symbol of true love, when in fact, precious gems like ruby, sapphire and emerald are far rarer."

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Angara’s campaign encourages consumers to reconnect with nature’s most ancient source of colour: gemstones. The brand hopes that through ‘Celebrate With Color,’ consumers will be able to discover gemstones that celebrate their individuality.

With the coloured gemstone industry experiencing a consistent annual growth of 10%, outpacing the diamond industry's 3%, this campaign by Angara seeks to disrupt the prevailing narrative that positions flawless, colourless diamonds as the ultimate status symbol.

_{Promoted in Canada}