Safi Kilima Tanzanite’s Debuts 2018 Cruise Ad Campaign

A Modern Take on the Iconic Gemstone Following the 2017 Brand Refresh

NEW YORKNov. 8, 2017/ — Safi Kilima Tanzanite, an exclusive brand within the Diamonds International’s portfolio, unveiled their new 2018 Caribbean ad campaign featuring a fresh take on an iconic brand that is currently celebrating 50 years of one of the rarest gemstone in the world, tanzanite. The campaign features the latest offerings from the Safi Kilima Tanzanite collection modeled by former Victoria’s Secret and current Maxim model Anna Christina Schwartz, and brought to life by fashion photographer Chris Chieco.

Safi Kilima Tanzanite Brand Director Alison Finkler said, “Our main goal, being the top tanzanite brand in the world, is to raise brand awareness of this gorgeous gemstone. We want the world to fall in love with Safi Kilima Tanzanite. Every woman deserves to take home a piece of history.”

Safi Kilima Tanzanite 2017 Campaign Image

The campaign follows Safi Kilima Tanzanite’s year-long celebration of the gemstone that is currently in its 50th anniversary since discovery. More so, the campaign celebrates the long-awaited brand refresh. This year, Safi Kilima Tanzanite takes on a modern, fashion forward aesthetic that captures the true design and feel of the brand, including a contemporary logo (released this past summer), new store concepts, and the evolution of long-time designs such as the “Wow” bracelet and the release of the entry-priced Bolo bracelet at $199.

Tanzanite is currently celebrating its 50th anniversary since discovery and Safi Kilima Tanzanite, is pushing this gemstone into the spotlight where it belongs. Said to be 1,000 times rarer than a diamond due to fact that it can only be mined in one location in the world, Mt. Kilimanjaro in TanzaniaAfrica, tanzanite becomes rarer by the moment as the mines continue to deplete the reserve. Recently, Diamonds International President & CEO Morris Gad introduced a 600 carat Safi Kilima Tanzanite stone – an extraordinary carat size, which surpasses what’s currently on display in museums, like the 123 tanzanite stone in the Smithsonian.

About Safi Kilima Tanzanite:   
Founded in 2010, Safi Kilima Tanzanite is a global leader in tanzanite.  The premier brand is exclusive to Diamonds International and Tanzanite International stores; the largest tax and duty free jewelry retailer in the CaribbeanMexicoand Alaska. In 2017, Tanzanite celebrated its 50th anniversary and the timeless quality, superior grade and value that has become synonymous with the rare, blue and violet colored stone. For more information please visit

About Diamonds International:
With over 125 stores, Diamonds International is the largest and most prominent privately held jewelry retailer in the CaribbeanMexico, and Alaska. Established in 1988, Diamonds International is the world’s largest tax-free, duty-free jewelry retailer providing tourists with an extensive portfolio of fine jewelry and elegant timepieces. Sourcing from the world’s largest and most important mines, while supporting ethical mine-to-market practices, the patented 90 faceted Crown of Light diamond cut and acclaimed Safi Kilima Tanzanite collection are both exclusive to the U.S. based fine jeweler.  For more information about Diamonds International, visit

SOURCE Diamonds International