Diamonds don't need a reason, that was the brief. For this eight-page editorial with Liali Jewellery, a 27 year artisanal jeweler in UAE & Oman, the goal was to reposition diamonds as an everyday choice without losing the glamour. As director, every call, casting, styling, hair, makeup, was made with one woman in mind: millennial or Gen Z, Middle Eastern, South Asian, or Eastern European, wanting jewellery that feels like a natural, everyday choice.