US and Global – The platform is serving a gap in the lab-grown diamond market by providing an ethical marketplace with an editorial and community-centric focus.
Launching with a progressive campaign by AKQA, The Future Rocks platform seeks to profile lab-grown diamonds through an inclusive and engaging lens. The marketplace is supporting emerging jewellery designers by providing them with a space to sell products as well as communicate their unique stories and values. Meanwhile, shoppers are provided with a channel to access ethically sourced, quality jewellery.
‘We hope to ignite and capture the hearts of both jewellery lovers and people who’ve never bought jewellery before,’ says Anthony Tsang, CEO of The Future Rocks. ‘We wanted a bold campaign to resonate with a new consumer base, reflecting progressive values that they embody – such as inclusivity, ethics and diversity.’
In a similar vein, editorial platform Dimepiece takes a subversive approach to the luxury watch industry, targeting younger women consumers normally overlooked by watch marketers.