De Beers Group and Blue Nile have unveiled a new project called Ten/Ten that brings together 10 independent jewellery designers. Each of the designers will design a single engagement ring in a way that re-envisions the iconic symbol of love and commitment for a new generation of couples. Only 10 rings will be created from each design limiting the total collection to 100 rings, which will be sold exclusively on the Blue Nile website beginning sometime in January.
The 10 designers participating in Ten/Ten were chosen for their diversity of design and commitment to responsible sourcing, De Beers Group and Blue Nile said in a joint statement.
“Each designer brand brings a distinct and nuanced point of view to the reinterpretation of the timeless symbol of love and commitment.”
The participating designers and their brands are Almasika by Catherine Sarr, Aurora Lopez Mejia, Bea Bongiasca, Harwell Godfrey by Lauren Harwell Godfrey, Lola Fenhirst, Marla Aaron, Michelle Fantaci, Platt Boutique by Natasha Platt, Pamela Love and WWake by Wing Yau. Partnering with this project will allow the designers to connect with a new and larger consumer audience.
Diamond mining giant, De Beers Groups supplies the diamonds, which it says are ethically and sustainably sourced from its four mines in Botswana. The mines are jointly owned with the Botswana government. The diamonds will be traceable to the country of origin but not to the individual mine. All rings will be priced from $3,000 to $4,500, which is considered the average price of an engagement ring in the U.S. and will feature diamonds weighing less than a carat.
“The Ten/Ten concept was conceived to support independent designers, as well as to tell the story of Botswana’s diamonds, a natural resource on which the country’s economy is primarily dependent,” said Stephen Lussier, De Beers Group EVP of Consumer Markets.
Those interested can go to the Blue Nile website to learn more about the program and participating designers, as well as sign up to receive special advance notice of the exact date the Ten/Ten collection will be available for purchase.
“The natural diamond engagement ring is iconic, a classic and timeless expression of the deepest commitment between two people,” Lussier says.
“With Ten/Ten, we are offering a fresh take on how this symbol is still essentially meaningful for couples today.”
Sean Kell, CEO of Blue Nile adds;
“We’re excited to introduce a new group of consumers to exceptional design from some of the most inspiring and diverse jewellery designers working today. 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 jewellery at an incredible value.”
