Backed by De Beers Funding, Try-Before-You Buy Startup Gemist Aims to Disrupt the Jewelry Market

Photo caption: The Gemist / De Beers partnership combines traditional jewelry industry expertise with innovative technology to meet transforming consumer demands. — Gemist. Article by Joan Verdon.

Customers can design their own rings and other bling online, and test drive a low-cost replica before committing to the real thing.

Madeline Fraser launched Gemist, an online “try-before you-buy” custom jewelry company, a year ago because she believed the jewelry industry wasn’t keeping up with technology or with today’s consumers.

De Beers Group, one of the world’s oldest and largest miners and sellers of diamonds, agrees and wants to be part of Gemist’s growth. […]

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