Gemist, a Los Angeles, CA-based digital jewelry brand, received an investment from De Beers Group Ventures.
The amount of the deal was not disclosed.
Led by Madeline Fraser, Founder and CEO, Gemist utilizes a “try-and-buy” technology that allows consumers to customize jewelry and accessories online then receive no-cost replicas of the pieces offline for all occasions before completing the purchase.
As part of the investment, De Beers Group Executive Vice-President, Consumer and Brands, Stephen Lussier will join the company’s Board. De Beers Group will also work with Gemist on consumer engagement approaches, particularly with regards to responsible sourcing of natural diamonds. The company is backed by Legendary Ventures, Lightspeed Scout and Luma Launch.