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Jared Jewelers Premieres ‘A Diamond Is Born’ Documentary, Launches Blockchain Diamond Collection September 17, 2025 (0 comments)
New York, NY--Jared Jewelers has premiered A Diamond Is Born, a documentary directed by Luc Jacquet, alongside the launch of its Storied Diamond Desert Sands of Eternity collection, according to the company's news release.
[Image by Jared Jewelers via PR Newswire]
The film traces the journey of natural diamonds from Botswana to their final settings, a theme echoed in Jared's new blockchain-enabled collection. The new collection is exclusive to Jared and uses blockchain technology to provide a digital record for each diamond. Customers can scan a QR code to access data, including origin, transformation process, and certification from the Gemological Institute of America.
"This collection provides a unique digital passport for each diamond, allowing for a deeper understanding of, and appreciation for, each stone's journey from rough to polished, showcasing its uniqueness, rarity, beauty and positive societal impact," said Claudia Cividino, President of Jared Jewelers and Diamonds Direct.
Actor Antonia "Toni" Gentry is featured in the campaign. The collection includes engagement rings, bands, loose stones, and fashion pieces, priced between $1,700 and $22,999, all set in repurposed gold and platinum.
The initiative was developed with support from De Beers, whose Botswana operations contribute to national education, healthcare, infrastructure, and conservation programs.
The premiere took place on September 17 in New York City, with the collection now available in select Jared stores and online.
Learn more in this news release here. Watch the trailer here.