Changing the Economics and Perception of Fluorescent Diamonds

Discipline

^{Desirability Testing, Festival Activation, Creative Direction, Prototyping, Narrative Development}

Client Overview

De Beers Group is the world’s leading diamond company, shaping the industry from mine to market. With a heritage of innovation and craftsmanship, De Beers is continuously exploring new ways to elevate consumer desire and unlock value across its diamond portfolio.

Project Overview

In the diamond trade, fluorescence has long been considered a flaw. Certificates flag it as a negative feature, making fluorescent diamonds harder to sell. As a result, fluorescent diamonds are typically sold at a 12–25% discount, impacting a portion of De Beers’ mined production.

The challenge was to transform fluorescence from a perceived weakness into a desirable, differentiating feature, closing out the discount and repositioning these diamonds as unique and covetable.

The Challenge

• Overturn entrenched trade and consumer perceptions that fluorescence is a defect.
• Create desirability for a diamond feature historically associated with reduced value.
• Develop and test innovative product and brand experiences to build new narratives around fluorescent diamonds.

What if a perceived flaw could become your greatest asset?

Scope

• User research and insight gathering
• Concept ideation and definition
• Desirability testing and MVP definition
• Go-to-market strategy and storytelling
• Design concept delivery across multiple touchpoints
• Translation of solution requirements into multidisciplinary outputs:
  • Jewellery prototype design (fluorescent studs with UV activation)
  • Social media and Instagram ads
  • Spatial design and event booth design
  • Festival activation for live user testing

Approach

To shift perception, we designed a fluorescent jewellery concept that made the fluorescence “flaw” the hero.

We created prototype diamond studs that fluoresce on demand via a battery-activated UV light strategically placed behind each diamond. This innovation allowed the diamonds to glow in both day and night environments, reframing fluorescence as a magical and exclusive property.

We combined technology with design storytelling, positioning fluorescence not as a discount feature but as a symbol of individuality and self-expression.

To validate desirability, we:

1. Conducted user testing at the Pune Supersonic Music Festival, where festival-goers interacted with and gave feedback on the glowing jewellery.
   
2. Designed an event booth experience that amplified the UV glow effect, engaging users in a vibrant, real-world environment.
   
3. Created social media content and ads to simulate how the concept could be marketed globally.

Deliverables

• End-to-end design concept and go-to-market recommendations
• Event booth design and spatial experience for live testing
• Prototypes of fluorescent diamond jewellery (studs with UV activation)
• Consumer desirability testing and MVP insights
• Social media and Instagram ad campaign concepts

Below are photos of live user testing at Pune Supersonic Music Festival, where festival-goers interacted with and gave feedback on the glowing jewellery. This helped us to gain MVP insights.

What they said…

“Wow it’s a nice glow! Really nice.”

“Cool I like it!”

“Look at the glow! I will totally wear it.”

Outcome

Prototype desirability test and field research successfully proved that fluorescence in diamonds can be a desirable trait and its differentiating feature is valued by consumers.

The jewellery prototypes also proved that the glowing diamond studs were feasible to produce.

1. We provided De Beers with a strategic blueprint and creative direction for unlocking value from fluorescent diamonds by elevating their narrative.
   
2. Successfully reframed fluorescence as a unique selling point, not a flaw.
   
3. Validated consumer interest through festival engagement and desirability testing.

What I Learned

• Narratives can redefine value.
  By reframing a negative feature as a differentiating benefit, design strategy can shift consumer perception and business economics.
  
• Prototyping builds belief.
  Physical jewellery prototypes and live activations made the idea tangible and persuasive for both consumers and stakeholders.
  
• Cross-disciplinary design amplifies impact.
  From product to booth to social media, a cohesive design approach created a 360° experience that elevated desirability.
  
• Innovation thrives in testing environments.
  Engaging real users in unexpected contexts, like music festivals, revealed powerful insights into desirability and storytelling.