Diamond Collective
Paid Social Ads & Lead Magnet · B2C Jewellery
Client: Diamond Collective
Created at: Your Social Voice
Tone: Playful, confident, conversational
My role: Copywriter
The brief
Diamond Collective (DC) was an ongoing client of Your Social Voice, where I worked as a copywriter.
Instagram was an important channel for reaching DC's audience, and we regularly developed new paid social ads based on campaign performance. The ads had two primary objectives: driving visits to DC's profile and generating leads through direct messages.
While much of the brand's content spoke to modern, style-conscious women, campaigns also targeted men, particularly tradies and business owners shopping for engagement rings. For this audience, the focus was often on demystifying diamonds and making the buying process feel straightforward.
The lead magnet was a separate addition to this ongoing work. DC had identified a gap in diamond education and wanted to create a useful resource for prospective buyers while introducing them to the brand and its expertise.
My approach
DC had a distinctive voice: modern, a bit cheeky and very much at home on Instagram. My job was to maintain that personality while adapting the message to different audiences, formats and objectives.
For paid social, that meant finding different ways into the buying journey. Ads aimed at women could lean into style, aspiration and the excitement of finding the right ring. When writing for men, particularly tradies and business owners, I used a more direct approach that acknowledged they might know very little about diamonds and made taking the first step seem easy.
With new ads developed roughly monthly, the work also required finding fresh angles while maintaining a recognisable brand voice.
The lead magnet gave me more room to educate. I translated information about cut, colour, clarity and carat into accessible, engaging content without losing the brand's personality. The result combined practical diamond education with the playful language its audience was accustomed to seeing from the brand.
Across both formats, I adapted the copy to the audience and objective while keeping the underlying brand voice consistent.
The paid social ads
Samples of the lead magnet
