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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)

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”