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.
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, 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.
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.
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