De Beers Launches Reset Collective Benefitting Botswana Youth and the NAACP Legal Fund

Twenty-twenty has had more than its share of twists and turns. Between the devastating effects of the COVID-19 pandemic and the wave of racial unrest, the world has been rocked to its core, and every industry hit pause to reevaluate its core values—the fashion industry included. De Beers Group is setting out to reset their mission, literally, with its latest endeavor; today, the diamond company is launching The ReSet Collective, a set of one-of-a-kind pendants designed by five female jewelry designers: Jade Trau, Jennie Kwon, Julez Bryant, Sara Weinstock, and Zoë Chicco.

With the aim of transparency and education about diamond origins, De Beers traveled with the five designers to Botswana in 2019. The group shares a passion for sustainable sourcing and visited diamond mines to develop a personal understanding of the brand’s ethical standards, which are outlined in the De Beers Group’s commitment to “Building Forever.”

de beers reset

Indira Scott wearing the pendant designed by Jade Trau for the De Beers ReSet collection

Courtesy of De Beers

de beers reset

Wearing a zebra-inspired necklace designed by Sara Weinstock .

Courtesy of De Beers

“I want to highlight to consumers—young and old—the good that the natural diamond industry does and the ethical ways in which diamonds are mined since there are some outdated representations out there,” said designer Sara Weinstock, whose pendant is inspired by the zebra, Botswana’s national animal.

Each artist brought their distinct aesthetic to their pieces, which incorporate natural diamonds. Chicco, Kwon, and Bryant interpreted their trips literally, with designs inspired by animals, while Trau used her signature modern settings in an artistic depiction of a diamond mine. The collection of pendants, estimated to range between $20,00o to $25,000 each, will be auctioned by Sotheby’s with 100 percent of the proceeds split between two charities: Stepping Stones International in Botswana and the NAACP Legal Defense Fund in the U.S. The funds from ReSet’s donation to SSI will directly support young mothers with parenting skills and back-to-work training and provides sessions for new fathers around the importance of their roles and responsibilities.

This collective is the first of many partnerships De Beers Group hopes to dole out with the ReSet initiative. The premiere campaign stars model Indira Scott, who aptly says in the launch video: “There’s no denying that the world is on fire right now, and so we really have to pay attention going forward.”

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