ORIGEM, the lab-grown diamond (LGD) jewellery brand by Goldiam International, has launched a new campaign, “When It Comes to Diamonds – SIZE MATTERS.” The campaign puts the spotlight on ORIGEM’s core promise: bigger, more striking diamonds without the traditional price tag.
The tagline “Size Matters” was chosen to challenge traditional ideas around diamond jewellery. The campaign amplifies ORIGEM’s promise: access to larger, more striking solitaires through cutting-edge lab-grown diamond technology. These aren’t diamonds meant to blend in, they’re crafted to command attention. With “When It Comes to Diamonds – SIZE MATTERS,” ORIGEM brings this vision to life, boldly celebrating scale, brilliance, and a new kind of accessibility the industry hasn’t seen before, the brand stated.
“With ORIGEM’s first campaign, we wanted to be crystal clear about what sets us apart , larger, lab-grown solitaires that make a bold statement. The idea behind ‘Size Matters’ was to spark instant recognition and resonate with the aspirations of today’s consumers. We deliberately chose a phrase that’s bold yet undeniably relevant, because the truth is, bigger diamonds have always carried deep emotional and social value. They draw attention, inspire confidence, and symbolise aspiration. Even outside the context of diamonds and in popular culture, this phrase evokes a strong response; it’s almost like humanity is divided when it comes to taking sides for ‘Size Matters’. The same debate is extended to diamonds too but we’ve hardly ever seen anyone deny that bigger diamonds make a bigger impact,” Sujata Reddy, Head, Brand and Marketing, ORIGEM, shared.
“As a new-age brand, ORIGEM has shown the courage to break the mould, launching a bold, conversation-starting campaign that reimagines solitaire shopping for the next generation. Provocative yet playful, “Size Matters” taps into everyday banter and real consumer insight- a phrase instantly recognisable, universally relatable, and impossible to ignore, especially when it comes to diamonds,” Speaking on the campaign, Abhinav Kumar, President, ORIGEM, added.
“Through this campaign, we wanted to break past subtlety and ignite a conversation the industry has long avoided. At the same time, our goal was to position ORIGEM as India’s go-to for lab-grown diamond jewellery; trusted, design-forward, and unmistakably modern,” Anmol Bhansali, MD, Goldiam International, the parent company of ORIGEM, said.
ORIGEM rolled out the campaign with a phased OOH launch across Mumbai, timed with store openings in Borivali, Kharghar, and Mulund. It kicked off with high-impact billboards.
