Picture this: Breathtaking pans over coastal Portugal; flowing gowns and elegant fine jewelry adorned by Bond Girl and Knives Out actress Ana de Armas; and, scenes evoking the most celebratory and sentimental in life with those who matter to us most. If this all sounds dreamy, there’s a reason: It’s the premise behind our latest campaign film, For Moments Like No Other.
Tying it altogether is a familiar track, Surf Mesa‘s “ily (i love you baby)” featuring singer Emilee, which has proven itself as a global smash hit and now the perfect representation and accompaniment to the film, which celebrates the many different connections in which natural diamonds are worn or exchanged.
An original, contemporary take on a classic, Surf’s song samples Frankie Valli’s “Can’t Take My Eyes Off of You,” and underscores the timelessness and modernity of a natural diamond. We caught up with the artist, a Seattle, WA native who is making waves in the electronic music scene about his inspiration, individual jewelry style, and the moments he appreciates and cherishes the most:
What inspired you to sample the Frankie Valli song for “ily”?
SM: I knew when I first heard Emilee’s voice there was something special about her take. It retained the essence of the original song, but put a refreshing vibe on everything and allowed me to produce my own sound around it. I produced the song in one long sitting, and it came very organically.
What are the moments in your life you consider to be “like no other”?
SM: I truly try and take each and every moment of my life and treat it like no other — when I’m present is when I’m feeling the most free and creatively inspired. Each day brings new opportunities to grow, to love, and to connect with everyone around us.
Do you have a specific memory of a piece of jewelry, an heirloom, or some other talisman in your life? Can you tell us the story behind it?
SM: My dad has been a watch collector for as long as I can remember, so my appreciation for fine watches is definitely attributed to him.
What are the types of jewelry you gravitate towards. And why?
SM: I tend to gravitate toward necklaces because the right one can add the perfect accent to different tops or T-shirts. It’s little things like necklaces that can really tie everything together.
How do you define naturality?
SM: To me naturality means to be without effort — to be your stripped down beautiful self, just as you are.
What’s the first thing you think about when you hear the word diamond? What is the symbolism behind a diamond to you?
SM: To me diamonds bring light, they reflect, glow, and show us the brightness of our love reflected in physical form. A timeless manifestation of love.
SM: “ily” has the rare opportunity to bridge the gap between the old and new, to be classic yet still youthful — it’s been the soundtrack to so many people’s lives this year, and has given ambiance to special moments the world over. I’ve watched people propose with “ily” playing in the background, and it’s incredible to have a song play such a pivotal role in someone’s life.
I want people to know how thankful I am for allowing my music to be a part of their lives — part of moments that are “like no other.” I don’t take that lightly and I’m excited to continue releasing music that inspires and connects people from all over the world.
How have you been keeping busy since the pandemic started?
SM: I’ve been using this downtime to really focus on music. I’m producing upwards of 10 hours a day and am grateful to be able to do that.
Any new music coming that we should be on the lookout for?
SM: Yes! We just released a new song with Gus Dapperton called “Somewhere” and we’re launching the music video soon. I’ll have another single out before the end of the year.