Jenna Clifford, the visionary jewellery designer who became a household name and global style icon, has died at the age of 66. Clifford passed away peacefully on the evening of May 20, enveloped in the love of her family.

Affectionately known as the “Diamond Queen,” Clifford wasn’t just a jeweller — she was a storyteller, a mentor, and a champion of women. Her signature designs, often rich with symbolism and emotion, became treasured heirlooms for clients around the world.

Earlier this year, Clifford was diagnosed with cancer at an advanced stage. In a heartfelt statement, her family shared that she “undertook treatment with unwavering courage, grace, dignity, strength and endless gratitude.”

“While we hoped for more time, we knew how serious the illness was,” the family said. “She faced every moment with the same resilience and beauty that defined her life.”

Born with a natural eye for design and a fierce entrepreneurial spirit, Jenna Clifford rose to prominence in the 1990s by redefining luxury jewellery in South Africa. Her work, often personalised and profoundly meaningful, was worn by celebrities, dignitaries, and brides across generations.

But to those closest to her, her true sparkle came from within.

“She was a one-off,” her family shared. “Charismatic, generous, loving, and brave — everything Mom did, she did with heart, integrity, and purpose. She poured love into every relationship, every creation, and every act of kindness.”

“She had a rare ability to see potential in people and ignite it,” her children said. “She believed in helping others rise, and she was happiest when she could empower someone to dream bigger and go further.”

The Clifford family extended special thanks to the doctors and nurses at Morningside Medi Clinic, and to the many friends, clients, and fans who offered support during Jenna’s final months.

Beyond the beauty of her designs, Jenna Clifford’s lasting legacy is one of giving — of time, love, wisdom, and creativity. Her family says they are committed to continuing her life’s work through the brand she founded and grew into a cornerstone of South African design.

“Her jewellery was an extension of her soul — passionate, bold, meaningful,” her family said. “The Jenna Clifford brand is at the heart of our family, and we will continue her story with love and pride.”