Jennifer Lopez has been announced as the new global brand ambassador for Zen Diamond, marking a major step in the jewellery house’s international expansion.

The partnership comes as Zen Diamond — which currently operates 175 stores across 22 countries — continues to strengthen its presence in global luxury markets.

Lopez was first introduced to the Turkish jewellery brand in August 2025 while performing across Europe and Asia on her Up All Night tour. Known for its blend of timeless craftsmanship and modern design, Zen Diamond immediately resonated with the multi-hyphenate artist. According to the company, what began as a brief introduction quickly evolved into a creative collaboration.

The new advertising campaign, photographed in Los Angeles by Norman Jean Roy, showcases Lopez wearing key pieces from the Zen Diamond collection. The visuals highlight her signature glamour alongside the brand’s contemporary interpretation of diamond jewellery.

Emil Güzelis, chairman of the Board at Zen Diamond, described the collaboration as a pivotal moment in the company’s growth.

“Collaborating with Jennifer Lopez, a powerful, inspiring artist with a truly global influence, is tremendously exciting for us,” Güzelis said. “Her energy and presence perfectly embody Zen’s vision and the spirit of our creations. This partnership will be a milestone in our brand’s international growth story.”

With Lopez now serving as both ambassador and creative partner, Zen Diamond aims to further position itself as a globally recognized name in fine jewellery, uniting artistry, empowerment, and modern luxury.