For the second film in the series, ‘Diamonds,’ we commissioned hip-hop’s go-to jeweler, A$AP Eva of NYC’s Popular Jewelry, to create three custom, Rihanna-inspired diamond pendants.

Backed by her iconic song, “Diamonds,” we celebrate the singer’s everlasting artistry and unapologetically bright nature. This film not only spotlights the meticulous craft that went into making the pieces, but also shines a light on a self-made and community-respected Chinese immigrant in culture—which runs parallel to Rihanna’s own achievements stemming from her immigrant roots. The pendants were then donated to the singer’s charity of choice.

To celebrate Rihanna’s return, we created a series of films inspired by her most iconic hits. With the Diamonds film, we paid homage to Rihanna’s ability to shine bright figuratively and literally with a partnership with ASAP Eva, Rihanna’s personal jeweler. The film follows A$AP Eva on a busy New York morning, opening her Chinatown shop to design and assemble custom made chains to to commemorate Rihanna’s return to music’s ultimate stage. “Diamonds” is an obvious metaphor to the custom jewelry being crafted by A$AP Eva as well as a rally cry for anyone pursuing their passion to “shine bright” thru their work.

As one fan commented on our film’s social post, “Popular Jewelry is an NYC staple and Eva is an NYC legend.” A$AP Eva is the jeweler to some of music’s biggest stars, including longtime customer and Rihanna’s partner, A$AP Rocky.

This film shines a light on a self-made and community-respected Chinese immigrant in music culture, which runs parallel to Rihanna’s own achievements stemming from her immigrant roots.