Design Competition

  CHELSEA ROCKS & Bring Diamonds diamond design + merchandise competition Diamond desire:

‘#MODERN LOVE’
The diamond start-up, “CHELSEA ROCKS – Laboratory Grown Diamonds” & “Bring Diamonds”, the premier manufacturer of lab growns in the UK, invite students of all disciplines at Condé Nast College to enter a diamond jewellery design and merchandising competition #MODERNLOVE

BRIEF: Diamond desire: #MODERN LOVE” – engagement ring design & merchandise competition

CONCEPT:    Design:

(1) an engagement ring to be made with laboratory grown diamonds

(2) Supporting 360-degree design & visual merchandising concept for retail sale

CONTEXT:           

The competition references the heritage of diamond jewellery design & diamonds as the symbol of eternal love. It celebrates the zeitgeist, focuses on sustainability, affordability & new materials, styles & romantic expression. This will be promoted and presented by participants & evaluated on design, styling and marketing strategies.

AIMS:                  

(1) To encourage, stimulate and promote the pursuit of excellence in design of diamond jewellery made with lab grown diamonds

(2) Provide an international platform for next-generation stars to showcase their talents in front of experts in the fields of design, jewellery, marketing and styling

(3) Commercialise winning design, styling and marketing ideas by CHELSEA ROCKS & Bring Diamonds

INCLUSION:        

Any student enrolled at CN college may enter, irrespective of subject.

Students may enter either as an individual, or in a group of up to 4 students. (One submission per individual/group entrant.)

The competition is open to a maximum of 50 entries. Entrants will be tasked to both design and market their piece.

HOW TO ENTER:

(1) DESIGN a ring incorporating laboratory grown diamonds* inspired by the theme “MODERN LOVE”.

Scaled drawing OR computer render & 60 second video explaining the business case to be submitted on CHELSEA ROCKS digital platform, (no finished items or prototypes to be submitted)

Students will be given a palette of diamond colours, shapes and sizes to use. Retail price should be calculated not to exceed 5,000 Pounds Sterling*.

(2) STYLING & CREATIVE DEVELOPMENT – submit a mood board to show creative inspiration, journey and development & how the piece(s) could be styled to meet the demands of the social media age

(3) MERCHANDISE, MARKET & SELL – submit a 60 second video to outline how you would successfully retail the piece both online & offline, considering:

      • target market
      • messages about LGDs, e.g., sustainability, greenwashing concerns, consumer education etc.
      • where and how the product would be sold – in-store & online visual merchandising
      • how to overcome selling obstacles in the LGD market e.g., competition with mined diamonds in the same shop / vitrine / website
      • price point and how to justify it?

SUBMIT

Once participants have completed these 3 stages, they should be submitted on the CHELSEA ROCKS website. Submissions can take the form of sketches, renders or videos with a maximum of 6 visual submissions and 1 x 60 second marketing video. Entries must include at least 1 sketch/render of the design, 1 styling mood board and 1 60-second marketing video.

JUDGING & PRIZES

The top 10 entries will be selected and judged by a panel of international experts from fine art, jewellery, business, fashion, design and marketing. Exclusive prizes, including internships at CHELSEA ROCKS & Bring Diamonds. The overall winning submission will be prototyped with laboratory grown diamonds and auctioned off for charity.

*Commercial pricing of diamonds:

**Technical specification for diamonds:

Colour palette, sizes & shapes TBA