Canadian artist Reena Ahluwalia has launched Diamond Trails, a multidisciplinary art project that aims to “inspire action toward the greater good” in the diamond industry. The showcase features paintings she created in response to five short stories by members of the Diamond Trails Collective, a group of prominent diamond and gem writers who came together for this initiative. Each story highlights a different facet of the mystique surrounding natural diamonds and the human journeys they inspire.
With support from India’s Gem and Jewellery Export Promotion Council (GJEPC), the project launched in January at the IIJS Signature show in India and may soon be traveling to other countries.
“I wanted to change things, introduce new-age diamond messaging,” Ahluwalia says. “I have been brewing the idea of a collaborative, interdisciplinary project with a mission of impact for a while. Pairing paintings with written art felt right; imagery moves the heart, words engage the mind.”
For each work that gets purchased, a donation will be made to a charity organization of the buyer’s choice to help create a movement of positive impact in the jewelry and diamond industry.
By turns abstract, fantastical and hyper-realist, Ahluwalia’s paintings take inspiration from gemstones, focusing on the radiance of the facets as representing people’s strength, resilience and brilliance. An accomplished jewelry designer and academic whose works have gone on display around the world, she describes her art as “symbolic, evocative and empowering.”
“The moment I saw a diamond, I was hooked,” she relates. “I love their ability to transform into identity-makers, turning our bodies into their ultimate canvases.
Collective effort
In addition to Ahluwalia herself, the Diamond Trails Collective consists of Avi Krawitz, Shanoo Bijlani, Grant Mobley and Sonia Esther Soltani — all chosen for their “immense contributions to our industry,” says Ahluwalia. “They are not only respected, but also have the ability to dig deep and understand the nuances of the diamond industry…demonstrating generosity of spirit and a willingness to extend themselves in support of our industry.”
For Soltani — a jewelry content specialist, consultant and podcast host — the project was a chance to sail uncharted waters. “Sparked by Reena’s brief and our intention to celebrate the beauty and power of diamonds, I wrote my first short piece of fiction,” she recalls. “The themes of love, everlasting connection, and legacy came naturally.”
Krawitz, too, appreciated this new avenue of presenting diamonds to the world. “We constantly speak about the compelling story that diamonds can tell — their journey below and above ground, the lives they touch, and the joy they bring,” says the diamond analyst, creator, consultant and publisher. “What an exciting prospect this was to tell the diamond story in such an innovative way.”
For Mobley, who is jewelry and watch editor for the Natural Diamond Council (NDC), “the opportunity to explore writing fiction for the first time while incorporating my love for diamonds was a fun challenge. The idea of Reena transforming my words into a stunning piece of art was exciting, but seeing the finished work left me speechless.”
Ahluwalia believes the most important aspect of the project is “co-creation and interconnected creativity, coming together to build something far greater than any individual effort. As a collective, we pushed beyond our comfort zones…to benefit our industry. The project’s vision, leadership stance and reach extends far beyond our stories and paintings, and we are just getting started.”
Successful storytelling
The project took over a year to complete, with the paintings alone requiring 1,000 hours of work. Now, the collective is looking to the future and working to build partnerships with industry organizations in the hope of driving a cultural shift. The goal is to reach a point where owning diamonds will represent personal expression, values, and the connections they bring, rather than wealth or status.
One such relationship is with the GJEPC, which has enthusiastically hosted and championed Diamond Trails. That support is part of an ongoing commitment to driving positive change in the industry, the trade body says.
“The Diamond Trails initiative celebrates the unity of art, storytelling, and philanthropy of natural diamonds in a unique way,” comments the GJEPC. “The council is proud to support a project that highlights the timeless beauty of natural diamonds while supporting charitable causes.”
Since its first outing in Mumbai in January, the project seems to be succeeding in its mission to encourage people to think differently about the diamond industry and the way we tell its stories. “Bold” and “innovative” were commonly heard keywords at the event, and according to the artist, 75% of viewers “engaged deeply” with the pieces and asked questions. Viewers under the age of 40 were the most engaged, perhaps recognizing a need for change and fresh ways to connect meaningfully with consumers.
Ahluwalia believes it’s the distinct storytelling that makes the project stand out. “This is the essence of authenticity, the very quality that truly resonates with people.”
Main image: Reena Ahluwalia sits next to an artwork inspired by her own story, “Dream Odyssey.” (Reena Ahluwalia)
