De Beers has invested in Gemist, an online jeweller that allows customers to create their own customised jewellery through its website
The site also enables customers to try on their designed pieces at home before confirming the purchase.
Customers are provided with an array of stones, metal and settings to choose from in order to create their pieces, then use Gemist’s ‘try-and-buy’ system that sends them a no-cost replica of the piece to try on.
Following the latest investment, Stephen Lussier, executive vice president of consumer and brands for De Beers, will join Gemist’s board. The diamond giant will also advise Gemist on consumer engagement approaches, including the responsible sourcing of natural diamonds.
Neil Ventura, executive vice president of strategy and innovation at De Beers, said: “Gemist is a first-mover in offering Gen Z and millennial consumers a unique shopping experience with fully customizable designs through a simple engaging and fun platform — key features we know these consumers are looking for.”
Gemist CEO Madeline Fraser, said: “De Beers has an extraordinary legacy of authenticity, quality and sustainability, which are also key features of the Gemist brand. We look forward to working together to develop and grow the Gemist business.”