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De Beers Group Ventures Invests in Gemist

De Beers Group Executive Vice-President, Consumer and Brands, Stephen Lussier, Joins the Gemist Board

LOS ANGELES, July 16, 2020 /PRNewswire/ -- Gemist, the U.S. based digital jewelry brand, today announced it has received an investment from De Beers Group Ventures. Gemist utilizes a "try-and-buy" technology that empowers consumers to customize jewelry and accessories online then receive no-cost replicas of the pieces offline for all occasions before completing the purchase.

"We are honored to partner with De Beers Group Ventures and look forward to working together to develop and grow the Gemist business," says Madeline Fraser, Founder and CEO of Gemist. "De Beers Group has an extraordinary legacy of authenticity, quality and sustainability, which are also key features of the Gemist brand."

As part of the investment, De Beers Group Executive Vice-President, Consumer and Brands, Stephen Lussier will join the Gemist Board. De Beers Group will also work with Gemist on consumer engagement approaches, particularly with regards to responsible sourcing of natural diamonds.

"Gemist is a first-mover in offering Gen Z and Millennial consumers a unique shopping experience with fully customizable designs through a simple, engaging and fun platform – key features we know these consumers are looking for," says Neil Ventura, Executive Vice-President, Strategy and Innovation, De Beers Group. "We look forward to working with Gemist to share mutual insights as the business continues to grow."

Gemist is backed by some of the most well recognized venture capital firms in the consumer space, including Legendary Ventures, Lightspeed Scout and Luma Launch. "All of us are excited to work with the De Beers Group Ventures team to help grow the Gemist business and expand its innovative retail experience for jewelry shoppers around the world," says Jayson Kim, General Partner of Legendary Ventures and Board Member of Gemist.

About Gemist

Gemist is a custom jewelry brand that enables the omni-retail shopping experience with a configurable design platform that is deployable across all point-of-sale touch points. Powered by its unique "try-and-buy" technology, the platform allows consumers to design jewelry online then try no-cost replicas offline before buying the product. For more information, visit

About De Beers Group Ventures

De Beers Group Ventures, part of Ignite™️, is De Beers Group's innovation division, which is focused on working with growth companies to pursue strategic opportunities that benefit De Beers Group and the diamond industry. For more information, visit

About Legendary Ventures

Legendary Ventures is a venture capital firm that accelerates value creation for early-stage startups in the consumer, retail and technology industries. For more information about the firm or its funds, please visit

Media Contact
Public Relations
Mark Burns

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