New York Fashion Week got a dazzling wrap-up, courtesy of Jared Jewelers.
To celebrate the brand’s new short film, the Luc Jacquet-directed “A Diamond Is Born,” and the concurrent launch of Jared’s Storied collection and its accompanying campaign fronted by Antonia Gentry, Jared took over the Frick Collection in New York for cocktails, a screening and an intimate VIP dinner afterward on Wednesday.
Attendees included Gentry, executives from Jared and parent company Signet Jewelers, Vera Wang, Jordyn Woods, Karl Anthony Edwards, Jasmine Tookes and more.
Gentry, who’s between Fashion Week and jetting off to film the fourth season of Ginny and Georgia, said the story of the collection drew her to the brand. “When they approached me about the Storied collection, and explained that you can trace the origin of the diamond using blockchain [technology], I found it so fascinating,” she said. “We shot near the Hamptons in Long Island, I got to wear the most gorgeous jewels.”
Gentry, who made remarks before the screening started, alongside Botswana’s Minister of Minerals and Energy Bogolo Kenewendo and Jared president Claudia Cividino, added that, “You can trace the origin of your diamond from where it’s mined through the artisan’s hands up until it gets to you in a jewelry box.”
That mimicked the film, which highlighted a gem cutter in Botswana and illustrated the industry’s economic impact on the country.
“In Botswana, diamonds are more than just precious stones to us. They are a gift that has transformed our country, given us destinies, changed many of our destinies and many of our dreams,” Kenewendo said, addressing attendees. “Since the first discovery in 1967, diamonds have been the foundation of our nation’s transformation.”
The event was the culmination of a multipronged storytelling effort from Jared, which was years in the making. “This has been more than two years in the making, so bringing this to fruition tonight is super meaningful,” Cividino said. “Not just for me, but for our entire leadership team.”
Speaking of, J.K. Symancyk, chief executive officer of Signet Jewelers, said the screening was his proudest moment in the 10 months since starting at the behemoth. “I think it’s important for our company, and that is our evolution from being not only the largest seller of diamonds in the industry, but more importantly, to be a leader in this industry and to take that responsibility to heart,” he said. “It all comes together to inspire us to be a part of and create legacy.”
