There is a version of doomscrolling that ends with you knowing the difference between a rose cut and an old mine cut, and honestly, we recommend it. Somewhere between a red carpet close-up and a slow pan across an auction vault, diamond jewelry (opens in a new window) feeds have become one of the internet’s most addictive corners, crafted by people who were obsessed with diamonds long before anyone was watching.
Here are six of our favorites. Hit the follow button accordingly.
Julia Chafé
Julia Hackman Chafé has spent her career on both sides of the counter, working as a gemstone wholesaler at her family’s business, IntercolorUSA, while building one of the sharpest jewelry commentary accounts online. Her TikTok, @juliachafe (opens in a new window), is where she made her name breaking down Naomi Campbell’s Cartier Eternity snake necklace, a video that hit a million views and turned her into one of the internet’s most-loved jewelry connoisseurs. Her Instagram, @juliachafe (opens in a new window), keeps the momentum going, from a breakdown of Zendaya’s spider-themed jewelry for the “Spider-Man: Brand New Day” press tour to on-the-ground coverage of the Ambani wedding in Mumbai.
Follow Julia for: celebrity jewelry coverage that feels like it’s coming from your fun, in-the-know friend.
Will Kahn
No one turns jewelry appreciation into an artform quite like Will Kahn. A former W Magazine and Town & Country editor who now serves as Moda Operandi’s market director for fine jewelry, Kahn built @willsnotebook (opens in a new window) around a habit of photographing jewelry on the pages of his own notebook. The story goes that a pair of Irene Neuwirth fire opal earrings didn’t make the cut for a magazine shoot he was styling, but he loved them too much to let them go, so he laid them on a page of his personal notebook for a quick photo and wrote out the details in pencil around them. That stroke of inspiration became what is now one of the most recognizable formats in jewelry content.
Follow Will for: an education in cuts, carats and provenance in the form of the world’s chicest diary entry.
Archana Thani
Thani shaped jewelry trends long before she started forecasting them officially, first as a jewelry editor and later managing editor at Vogue India. Now a GIA-certified trend forecaster for the Natural Diamond Council across India and the UAE, she runs her feed (@archanathani (opens in a new window)) like a mood board: vintage Cartier next to new-generation designers next to archival portraits of jewelry lovers from decades past. But it is her captions that set her apart. She swings between long, narrative prose that reads like a short essay on the piece, and short, all-caps bursts that stop you mid-scroll, both styles written with real warmth instead of hashtags and specs.
Follow Archana for: a feed with the eye of an editor and captions that treat every piece of diamond jewelry like it deserves its own love letter.
Frank Everett
Everett worked his way up through Bulgari, Tiffany and Harry Winston before joining Sotheby’s in 2013, where he is now Vice Chairman of Jewelry Americas. His account @frankbeverett (opens in a new window) functions like a backstage pass to the auction house, previewing pieces before they cross the block and narrating their history through Frank’s Files (opens in a new window), his video series, shot everywhere from New York to Paris with guests like Christy Turlington Burns and Stacy London. He has a way of turning an estate sale into an actual story, like the episode built around Mary Tyler Moore’s jewelry collection, tracing how her pieces mapped onto the decades that made her famous. We still think about “For the Boys,” his 2023 exhibition and the first Sotheby’s show built entirely around men’s jewelry, filled with natural diamond pieces from Cartier to Verdura to newer names like Shaun Leane.
Follow Frank for: engaging videos with a host who makes a multimillion-dollar necklace feel like a story he cannot wait to tell you over dinner.
Stephanie Gottlieb
Gottlieb spent five years in New York’s Diamond District and earned her GIA diamond degree before launching her own jewelry studio in 2013. Watch her feed (@stepheniegottlieb (opens in a new window)) for long enough and you will actually understand what you are looking at whether its cuts, settings or the real math behind a 4Cs of diamonds (opens in a new window) breakdown, Stephanie explains it like she has all the time in the world for you. She mixes that education with real behind-the-scenes footage of her studio, walking a custom engagement ring (opens in a new window) from first sketch to finished setting. It’s a rare kind of account where scrolling and learning end up being the same thing.
Follow Stephanie for: an education in how diamonds are chosen, cut and set.
Tracey Ellison
Ellison left a career consulting for Fortune 100 companies to chase what started as a hobby, and that hobby is now @thediamondsgirl (opens in a new window) – the biggest diamond influencer account on Instagram, with over a million followers and counting. Years of consistency have turned into real relationships with houses like Graff, Cartier and Harry Winston which give her access to natural diamond (opens in a new window) pieces most of us will only ever see through her feed, including diamonds as famous as the Raj Pink. Nearly a decade in, she still wears and photographs every piece herself.
Follow Tracey for: jewels too extraordinary not to see for yourself.
