Trends

The Ten/Ten Collection Is Up on Blue Nile Now

TrendsJan 20, 2021

The Ten/Ten Collection Is Up on Blue Nile Now

The e-tailer partnered with De Beers to enlist 10 independent jewelry designers to create unique and affordably priced engagement rings.

The new Ten/Ten collection, exclusively on Blue Nile, features one diamond ring design each from 10 independent designers chosen for their unique design style and commitment to responsible sourcing, the e-tailer said.

New York—Blue Nile asked 10 independent jewelry designers to engagement rings for a new generation for Ten/Ten, a project done in collaboration with De Beers Group.

Now, those rings are available for sale on BlueNile.com.

Each of the 10 women tapped for the project was tasked with a challenge: create one ring using a diamond responsibly sourced in Botswana and weighing less than 1 carat.

Inspired by a wide variety of influences—from repetition to nature to antique jewelry to, in Lauren Harwell Godfrey’s case, her own engagement ring—the designers crafted a set of 10 non-traditional rings made in 14-karat gold, 18-karat gold, and platinum.

Ten of each ring will be made, creating a limited-edition collection of 100 rings sold exclusively on Blue Nile.

Blue Nile said the 10 designers participating in Ten/Ten were chosen for their unique design aesthetics and commitment to responsible sourcing.

They are: Almasika, Aurora Lopez Mejia, Bea Bongiasca, Harwell Godfrey, Lola Fenhirst, Marla Aaron, Michelle Fantaci, Pamela Love, Platt Boutique, and Wwake.


Blue Nile and De Beers developed Ten/Ten to support independent designers and share the story of Botswana’s diamonds, a resource on which the country’s economy depends.

The platform also gives the designers a way to connect with a new, and larger, consumer group.

“Diamonds are a wonder of the natural world—rare, distinctive and never two the same,” said Stephen Lussier, De Beers executive vice president of consumer brands.

“The natural diamond engagement ring is iconic, a classic and timeless expression of the deepest commitment between two people. With Ten/Ten, we are offering a fresh take on how this symbol is still essentially meaningful for couples today.”

The pieces in Ten/Ten are accessibly priced, falling between $3,000 and $4,000 at retail.

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

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