Jennifer Lopez is making it clear to all her exes, including Ben Affleck, that when it comes to diamonds, it is strictly business and not personal.
In a bold, “in-your-face” move that has fans and critics alike buzzing, the actress and singer has partnered with the luxury Turkish jewelry brand Zen Diamond to sell a collection of stunning engagement rings and high-end jewelry.
The deal, reportedly worth $10 million, positions the multihyphenate star as the face of a campaign that leans directly into her own legendary romantic history. For Lopez, who has been at the center of some of Hollywood’s most famous proposal stories, the partnership feels like a savvy reclamation of her narrative.
A True Expert On The Matter
Jennifer Lopez might be the world’s leading expert on engagement rings. Over the years, she has been engaged six times and has walked down the aisle four times. Each proposal was marked by a unique, headline-grabbing gemstone that set new trends in the jewelry world.
As a true expert in the field, Jennifer has navigated numerous high-profile proposals. Here is a breakdown of the men who have popped the question to the Marry Me star:
Ojani Noa was the first to propose, and the couple was married from 1997 to 1998 after he presented her with a marquise-cut diamond worth $100,000.
Cris Judd became her second husband from 2001 to 2003, having proposed with an emerald-cut diamond worth six figures.
Ben Affleck first proposed during their high-profile romance in the early 2000s with a rare 6.1-carat pink Harry Winston diamond, though the couple split in 2004 before getting married.
Marc Anthony and Jennifer were married for a decade from 2004 to 2014, a union that began with a stunning 8.5-carat radiant-cut blue diamond.
Alex Rodriguez popped the question in 2019 with a massive 15-carat emerald-cut diamond, though the pair eventually called off their engagement in 2021.
Ben Affleck returned to her life decades later, and the pair married in 2022; he proposed this second time with an incredibly rare 8.5-carat green diamond valued at over $5 million.
The “Not Going Anywhere” Settlement
As part of her 2025 divorce settlement with Affleck, Lopez reportedly kept her $5 million green diamond engagement ring. The ring was famously engraved with the message “not. going. anywhere.” While the marriage did not last, the jewelry certainly did, and J.Lo is now showing the world that while men may come and go, diamonds—and her business sense—are forever.
According to a source, Mr. Affleck watches these developments with a degree of amusement, as they were among the reasons their relationship broke down — twice. Business was never truly separate from the personal, and at a certain point, the mixture became intoxicating.
The Business Of Love
This latest career move comes less than a year after her high-profile divorce from Ben Affleck was finalized in early 2025. While some have mocked the irony of a four-time divorcée selling engagement rings, insiders suggest J.Lo “does not give a f*ck” about the blowback.
Instead, she is using her “iconic status” to stay in the cultural conversation and build her business empire. With an estimated net worth of $400 million, Lopez has amassed a massive net worth of almost half a billion dollars through what she describes as a relentless “hustle,” including record-breaking film salaries, chart-topping albums, and a $100 million Las Vegas residency.
The mother of two made her fortune through highly successful business ventures, including JLo Beauty and her fragrance empire, which has generated over $2 billion in sales.
Nonetheless, it is impossible for Lopez to deny that this is not the same level of business for a woman of her caliber. Sources close to the singer explained to Page Six that the deal is below Lopez’s standards: “She used to close much bigger deals. She used to get paid easily, like $20, $30, even $50 million for endorsements. That’s why I was shocked… That’s low for J.Lo.”
Others close to Lopez see the move as a desperate attempt to remain relevant and stay in the spotlight, since she does not need the money. An insider shared: “She’s not one of those people who is desperate and needs money. She wants people talking about her.”
Settling The Score
Others point out that Jennifer Lopez is making the move to settle scores with her exes, whom she recently suggested were emotionally unavailable.
During a recent interview, she reflected on her past relationships with a stinging honesty: “What I learned, it’s not that I’m not lovable—it’s that they’re not capable… They don’t have it in them. And they gave me what they had. They gave me all of it, every time. All the rings, all the things I could ever want. The houses, the rings, the marriage. All of it. But…”
Zen Diamond chairman Emil Guzelis defended the choice, stating that Jennifer represents “power, authenticity, and timeless beauty.” By turning her personal “failures” into a $10 million brand deal, Lopez is once again proving she is the ultimate businesswoman.
