A car. An education. A house. A diamond. Milestone purchases that can define a lifetime. The emotional impact any one of these investments has on a person is profound. These are buying decisions not taken lightly. So how would that decision be affected if one of these purchases could be grown in a lab?
Gemesis Diamonds introduced the world to lab created diamonds. The process replicated natural processes but with an exponentially faster growth rate. The point being - these were completely natural, genuine diamonds with virtually no distinguishing characteristics from those tediously acquired from mining apart from the tendency of being virtually flawless. And not only did they come at half the cost to consumers, they avoided the profoundly inhumane diamond acquisition processes.
So what was the challenge? Convincing consumers of the diamonds' authenticity and stripping away romanticized associations of diamonds 'found' in the wild.
We (at French West Vaughan) worked with Gemesis from the ground up on their launch. We helped them craft a brand position, developed their identity, built a robust e-commerce experience that rivaled Blue Nile in functionality, shot and edited hundreds of diamonds and settings, oversaw both product and lifestyle photoshoots, and oversaw the brand launch via trade, social media and digital marketing.
All work was done during my time at French West Vaughan. We had the pleasure of working with Tony Pearce and Christopher Wilson on the photography for the project.