(IDEX Online) – Jared Jewelers yesterday (17 September) premiered a documentary film charting the mine-to-finger journey of a natural diamond, marking the launch of its first traceable diamond collection.
Jared, part of the Signet group, commissioned Academy Award-winning filmmaker Luc Jacquet to direct the 20-minute movie, A Diamond Is Born, starring Antonia “Toni” Gentry (Ginny & Georgia).
“This film is the culmination of a year and a half of work, both on the ground in Botswana and in the editing room, to carefully piece the story together,” said Jacqet.
“My goal was to find a way to harness the beauty of these natural phenomena and capture the mystique of their almost infinite journey.”
The movie marks the debut of Jared’s new collection, Storied Diamond Desert Sands of Eternity.
Items are priced from $1,700 to $22,999 and are backed by blockchain technology that digitally records every step in a stone’s journey, from discovery in Botswana through transformation, setting, and certification.
Buyers can scan a QR code to access over 40 data points and images, including the diamond’s rough shape, country of origin, design and transformation journey, setting dates, and the GIA 4Cs.
