Gemist, the ‘try-and-buy’ Los Angeles-based digital jewellery brand, has announced it has received an investment from De Beers Group Ventures.

Gemist’s ‘try-and-buy’ platform allows users to customise jewellery and accessories online, then receive no-cost replicas delivered to their home, before paying for the purchase if they choose to.

As part of the investment, De Beers Group executive vice-president, consumer and brands, Stephen Lussier will join Gemist’s board.


De Beers Group will also work with the company on consumer engagement approaches, particularly with regards to responsible sourcing of natural diamonds.

“Gemist is a first-mover in offering generation Z and millennial consumers a unique shopping experience with fully customisable designs through a simple, engaging and fun platform – key features we know these consumers are looking for,” said Neil Ventura, executive vice-president, strategy and innovation, De Beers Group. “We look forward to working with Gemist to share mutual insights as the business continues to grow.”

The ‘try-and-buy’ platform is also backed by venture capital firms Legendary Ventures, Lightspeed Scout and Luma Launch.

Madeline Fraser, founder and CEO of Gemist, commented: “We are honored to partner with De Beers Group Ventures and look forward to working together to develop and grow the Gemist business.

“De Beers Group has an extraordinary legacy of authenticity, quality and sustainability, which are also key features of the Gemist brand.”