The De Beers Responsible Sourcing Table
A retail experience to know the story of your diamond.
About
De Beers Forevermark was looking to inform businesses and consumers about why their diamonds were the most beautiful, rare and responsibly sourced. They were looking for an intervention that would get people curious beyond the existing print communication in their stores and at their exhibitions.
Our Role
GAS created the concept for retail and exhibition. We fabricate and install the concept for various retail stores and ship it for exhibitions, globally.
Winner of VMRD Awards - Installation for Retail and Exhibition
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Winner of VMRD Awards - Installation for Retail and Exhibition 〰️
The ecosystem of a De Beers Forevermark diamond
The display is a permanent in-store exhibit that educates customers about where diamonds come from and the promise you make buying a Forevermark diamond. Customers can expand their knowloedge about diamonds, look at the latest Forevermark collections and even use a viewer to search for the unique inscription on the Forevermark diamond.
The permanent display is installed at PMJ jewels, Hyderabad
Building Forever.
De Beers educates the customer about its goals for the year 2030.
Building Forever is a programme by the De Beers Group that is continually looking to create healthier and more sustainable practices in the diamond mining industry.
The programme is defined by 4 pillars that promise the responsible sourcing of natural diamonds. Protecting the natural world. Creating Equal Opportunity. Partnering with Thriving Communities and Leading Ethical Practices.
Know about natural diamonds.
De Beers educates the customer about its goals for the year 2030.
Building Forever is a programme by the De Beers Group that is continually looking to create healthier and more sustainable practices in the diamond mining industry.
The programme is defined by 4 pillars that promise the responsible sourcing of natural diamonds. Protecting the natural world. Creating Equal Opportunity. Partnering with Thriving Communities and Leading Ethical Practices.
The average diamond buyer does not know where their diamond comes from, what makes their diamond rare and beautiful or whether it has been responsibly sourced. Our brief was to create this curiosity. To empower the customer with knowing their diamond’s journey from its source to them.
Where does your diamond come from? What does a diamond mine look like?
What does the ring on your finger have to do with entire ecosystems? Isn’t diamond mining bad for the environment? There are many essential questions that aren’t asked
or highlighted when buying a natural diamond. De Beers Forevermark’s promise of beauty, rarity and responsible sourcing is as much their product, as their diamond.
The Forevermark diamond cannot exist without its promise.
The need
We needed to go beyond traditional in-store communication and disrupt forms of retail
display.
The brand’s retail space lacked a push from sales staff to know more about the value proposition. Forevermark diamond were shown alongside other diamonds. Brand communication was restricted to print that was often missed.
Watch the process of making our first prototype of the responsible sourcing model for the brand in 2019.
There is an entire ecosystem that you support
when you purchase a De Beers Forevermark diamond. Discover the promise you make when
you buy a De Beers Forevermark diamond.
The thought was to bring the ecosystem of the diamond to the forefront, building a whole in-store installation you can explore, going beyond jewellery displays to create a an exhibition piece that shows youthe source of your diamond, all the way to the finished product.
Visualisation
CREDITS
Strategy : Devashish Guruji
Product Design : Devashish Guruji
Design team : Priyanka Chaurasia, Purna Srivastava, Pratik Doshi, Garima Khunteta
Production : Devashish Guruji, Vinod Guruji
SOLUTIONS
Retail innovation,
Exhibitiom Design
PROJECT
De Beers Forevermark
2021
Luxury, Retail