ROSES DIE, DIAMONDS DON'T.

VALENTINE’S DAY, SYDNEY CBD 

14 FEBRUARY 2025

 

 

This Valentine’s Day, we took to the streets of Sydney CBD with 300 roses, wrapped in vintage-style newspaper, ready to spread a little unexpected romance. Whether you were there to catch the moment IRL or spotted the love on your feed, here’s a peek behind the scenes of our ROSES DIE, DIAMONDS DON’T giveaway.

 

 

 

DIAMONDS & ROSES - OUR KIND OF LOVE LANGUAGE

Roses and love are a classic duo. But add a DÉSIR piece, and suddenly, it's a Valentine’s moment that lasts forever. Roses die, diamonds don’t— so what better way to celebrate with a gift for forever.

 

 

 

 

THE PREP - A LABOUR OF LOVE

Let’s talk about the behind-the-scenes chaos (because, yes, there was chaos). Hundreds of roses transported in the rain, trimmed, wrapped, and styled to perfection. It was an all-hands-on-deck situation, and shoutout to our family for keeping us sane through it all.

 

 

 

 

LOVE, IN ALL ITS FORMS

The ROSES DIE, DIAMOND’S DON’T campaign wasn’t just about giving out roses - it was about celebrating love in every way. Couples, best friends, mothers and daughters, solo self-lovers - every kind of love deserves a moment. And seeing the smiles, the surprise, and the romance unfold? Pure magic.

 

 

 

 

LOOKING THROUGH RUBY TINTED GLASSES

If you loved this, you’re going to love what’s coming next. Think ruby reds, bold stacks, and a fresh take on colour. Stay tuned—Valentine’s Day may be over, but the love story continues.

 

 

 

Lots of love, 

Ella & Alicia x