De Beers has launched ReSet, a series of collaborations with jewellery designers to engage in conversations around sustainability and to offer a fresh perspective on the positive impact of natural diamonds.
The initiative aims to help ‘reset’ perceptions and shine a light on the significant positive contribution that natural diamonds deliver for the people and places where they are found, by collaborating with established and up-and-coming jewellery designers who will set diamonds discovered by De Beers into a range of pieces, celebrating sustainability in the sector.
The initiative’s first activation – the ReSet Collective – launched on 5th October and is a collaboration with five leading US designers who share a passion for natural diamonds and sustainable sourcing – Jade Trau, Jennie Kwon, Julez Bryant, Sara Weinstock and Zoë Chicco. The designers travelled to Botswana late last year to visit De Beers Group’s operations and a range of community and conservation programmes, learning about the company’s commitment to Building Forever, which focuses on building a positive legacy by protecting the environment, helping communities thrive, championing women and girls and being industry leaders in ethical practices.
Following the visit, each designer created a unique pendant incorporating diamonds from De Beers, which was inspired by the people, wildlife and beautiful landscape of Botswana, as well as a shared commitment to helping shape a better world. The collection of one-of-a-kind pieces will be auctioned for charity later this year, with a supporting consumer engagement campaign.
Colby Shergalis, Senior Vice President of De Beers Group Brand, said: “Through ReSet, we are connecting a community of jewellery designers to the people and places where our diamonds originate, so the designers can learn more about the journey of a De Beers diamond and the positive impact it makes.”