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De Beers and Blue Nile Collaborate with 10 Women Designers on 10 New Engagement Rings

If you are interested in ingenious marketing campaigns and uber-talented independent design collaborations, read on.

Published

3 years ago

January 19, 2021

Beth Bernstein

Ten/Ten Logo

In December 2020, The De Beers Group and Blue Nile announced their program Ten/Ten, in which 10 women designers with distinctive sensibilities would design a singular engagement ring for a program exclusive to Blue Nile. While the program’s initiative and the designers’ names were disclosed, the rings would not be revealed until they went live on the Blue Nile website on Jan. 18.

group shot of DeBeers rings

The program not only helped small designers during the pandemic, but it created a designer-based collaboration for limited-edition and one-of-a-kind engagement rings for Blue Nile to attract a new generation of consumers who are getting engaged.

Pamela Love TenTen Social Graphic Portraits

The De Beers Group provided the ethically and sustainably sourced diamonds from Botswana where the mines are held in a joint venture with the country’s government. Each diamond is under one-carat and is ethically and sustainably mined. The rings are all accessibly priced at $3,000-$4,500. The program called for each designer to reimagine the classic symbol of enduring love and commitment.

Harwell Godfrey TenTen Social Graphic Portraits

The designers involved created one ring each and 10 pieces of that ring to be sold exclusively on Blue Nile. Between the announcement in early December and yesterday, the rings have been kept under wraps and have finally been revealed.

Michelle Fantaci TenTen Social Graphic Portraits

The following are the rings and the designers who were involved.

PHOTO GALLERY (10 IMAGES)

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”