WHAT DO YOU CARE ABOUT?
LET ME KNOW AND THERE IS A HIGH CHANCE THAT I WILL BE ABLE TO PRESERVE IT IN THE FORM OF UNIQUE DIAMOND
‘ This is a diamond made from my mum’s cake, my memory of childhood and her expression of love. She lives abroad and I don’t know when I will see her again so a diamond seemed like a good reminder of her affection but I wish it had more taste. To the point that sometimes, I even wish I had the cake instead…!
- Aniela (Founder and CEO)
︎ GET IN TOUCH
Lab-grown diamonds grow under high temperature and pressure. They are formed from carbon which can be isolated from most of types of organic ash. But I would argue that a diamond, is less significant than the meaning that can emerge from its creation process. Simple adjustment of the source and the narrative associated with it can impact or even change a diamond's value entirely.
- What would be the value of a diamond made from the signature of the 'Diamonds' queen Rihanna vs a diamond made from Notre Dame ash or your childhood teddy? What would those diamonds represent?
I have spent more than a year asking around what people value the most, which objects are dear to them and why. I talked with close friends, randoms, enemies and mostly temporary crushes (as it was a perfect excuse to get in touch). This way, I managed to identify 100 things that my interviewees care about and would consider turning into a diamond.
- What diamond source would align with your values?
Diamond Makers' is a hybrid between a lab and a tailor-made retail experience. It is capable of fabricating lab-grown diamonds from a wide selection of customisable sources. The focus on the source allows the customer to choose the meaning that they want their diamond to possess. The selection process is designed to trigger personal reflection on values and following their desires.
- What does luxury mean to you?
- What do you want to preserve forever, and why?
Playing with one of the most famous marketing slogans, and arguing that diamonds are, in fact, 'whatever', I want to problematise the value of diamonds and their meaning.
- Why would you like to have the diamond in the first place?
- Why not? What does it need to represent to make you want it?
- What do you lose if you turn it into diamond?