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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.

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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

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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)

Beth Bernstein is a published author of three books and jewelry and fashion expert with 18+ years experience. A broad knowledge of the history of jewelry and fashion coupled with a background in "the story", writing, trends, design concepts has earned Beth a proven track record.

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