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De Beers Collaboration Rethinks Engagement Rings

Dec 6, 2020 6:26 AM   By Rapaport News
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De Beers has launched a jewelry partnership with Blue Nile that challenges 10 designers to reimagine the traditional engagement ring.

The Ten/Ten program will feature a provenance-based collection of 100 rings using ethically sourced diamonds from De Beers’ Botswana operations, the companies said last week. Each of the 10 independent designers will create one design, using diamonds under one carat. Blue Nile will make 10 rings from each design, which will retail on its site for $3,000 to $4,000 from mid-January.

De Beers and Blue Nile initiated the program to support independent designers and to tell the story of Botswana’s diamonds, the companies noted. It will feed consumers’ desire for unique designs, while allowing the participating designers to connect with a new and larger audience.

“We’re excited to introduce a new group of consumers to exceptional designs from some of the most inspiring and diverse jewelry designers working today,” said Blue Nile CEO Sean Kell. “Collections like Ten/Ten offer a reinvented, fresh and relevant take on the traditional diamond engagement ring, and prove it’s possible to find handcrafted and exquisite fine jewelry at an incredible value.”

The 10 designers, chosen for their diversity of design and commitment to responsible sourcing, are: Almasika, Aurora Lopez Mejia, Bea Bongiasca, Harwell Godfrey, Lola Fenhirst, Marla Aaron, Michelle Fantaci, Platt Boutique, Pamela Love and Wwake.

Image: Six of the designers creating pieces for Ten/Ten. (De Beers/Blue Nile)
Tags: Almasika, Aurora Lopez Mejia, Bea Bongiasca, Blue Nile, De Beers, Harwell Godfrey, Lola Fenhirst, Marla Aaron, Michelle Fantaci, Pamela Love, Platt Boutique, Rapaport News, Sean Kell, Ten/Ten, Wwake
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