Mining giant De Beers has invested an undisclosed amount in the jewelry start-up Gemist, which “lets buyers customize jewelry and try it on at home before they buy,” IDEX Online reports.
The Los Angeles based jeweler was founded in 2018 and the investment will allow it to “to scale its growth.” As part of the move, Stephen Lussier, executive vice president of consumer and brands at De Beers, will join the Gemist board.
Gemist founder and CEO Madeline Fraser commented: “The combined vision and expertise of these two partners (De Beers and Entrada) will guide Gemist as we continue our mission to disrupt the fine jewelry industry through technology.”
