DeBeers Collaborates with 10 Independent Designers to Reimagine the Classic Engagement Ring
A go-to for classic solitaires, jaw-dropping wedding bands, and otherworldly stones, DeBeers is a brand synonymous with proposals and traditional engagement rings in all styles, cuts, settings, and sizes. And being an industry pioneer, both in high jewelry and in weddings, comes with recognizing signs of the times and embracing change when the time is right. 2020 had the world reprioritizing, looking inward, and recognizing the importance of keeping loved ones safe and close. 2021 feels full of promise and potential, with couples who had gotten engaged this past year or postponed their much-anticipated nuptials finally getting ready to plan (or replan) their weddings.
With newness, sustainability, and a fresh perspective in mind, DeBeers announced a new collaboration with “ten of today’s most inspiring, independent jewelry designers, who re-imagined the traditional engagement ring for a new generation.” The collection, dubbed Ten/Ten, is comprised of ten rings by ten different designers. To keep in theme, only ten of each style will be produced, for a limited-edition range of only 100 available rings. Continuing with the brand’s commitment to sustainability and ethical-sourcing, “all of the rings are made using ethically-sourced natural diamonds from the De Beers mines in Botswana.”
The talents taking part in Ten/Ten are all independent designers in their own right, each bringing their individual aesthetics and signature styles to their designs for DeBeers. The names selected for the capsule collection include Catherine Sarr of ALMASIKA, Aurora Lopez Mejia, Bea Bongiasca, Lauren Harwell Godfrey, Lola Fenhirst, Marla Aaron, Michell Fantaci, Natasha Tsimmerman of Platt Boutique, Pamela Love, and Wing Yau of WWake.
The collection is focused on addressing the needs of the modern bride, namely a Millennial/Gen Z client who approaches engagement ring shopping with sustainability, unconventional design, and accessibility top of mind.
With a new generation of customers considered, the new collection is intended to cater to a younger demographic with an open-minded point of view on wedding planning and shopping. Today’s bride embraces tradition in her own way, opts for personalization, and breaks with convention. Each Ten/Ten ring is a riff on the classic solitaire, sized at one carat or under and priced from $3,000-$4,500. To make the collection accessible not only in terms of pricepoint but for brides (or grooms) to purchase, the collection is available for purchase online, exclusively on Blue Nile.
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