De Beers Group, the world’s leading diamond company, has partnered with 10 independent jewelry designers for a limited edition collaboration called Ten/Ten.
In a new report, De Beers found that members of the Millennial and Gen Z generations spend an average of $3,000 to $4,500 on an engagement ring and often lean toward less traditional designs. Using these findings, De Beers created the Ten/Ten collaboration to cater to the “new generations.”
Since the collection is geared toward attracting younger generations, the designers have taken a much less traditional approach to engagement rings. The collection consists of 10 unique engagement ring designs, each created by one of the 10 selected independent designers.
“Diamonds are a wonder of the natural world—rare, distinctive and never two the same," Stephen Lussier, Executive Vice President of Consumer Markets, said in a press release. "The natural diamond engagement ring is iconic, a classic and timeless expression of the deepest commitment between two people. With Ten/Ten, we are offering a fresh take on how this symbol is still essentially meaningful for couples today."
The designers who worked on this special collaboration are Catherine Sarr of ALMASIKA, Aurora Lopez Mejia, Bea Bongiasca, Lauren Harwell Godfrey, Lola Fenhirst, Marla Aaron, Michell Fantaci, Natasha Tsimmerman of Platt Boutique in Los Angeles, Pamela Love, and Wing Yau of WWAKE.
“It was an honor to be apart of this collaboration and amongst such a wonderful group of designers," says Fantaci. "I’ve seen a growing trend in modern engagements rings, with more and more people opting for less a traditional style, so I think this collection is very timely and will appeal to many."
Love added that she was excited to take a new perspective on such a traditional piece of jewelry. "The idea of commitment seems more important than ever right now," said Love. "I love the idea of putting a fresh take on that symbol, and it’s exciting to be able to share that with a whole new audience thanks to the Ten/Ten project.”
The program was created to support these independent designers, as well as spread awareness surrounding Botswana, Africa and the economical benefits the diamond industry has on their country. So all of the diamonds for this project were ethically sourced from the De Beer diamond mines in Botswana.
Each designer has each come up with one ring design that will be made into 10 copies. A total of 100 rings are available now for purchase on jewelry retail site, Blue Nile. The price points range from $3,000 to $4,500, and all of the rings are one-carat or less in size.