THE SHINING LIGHT AWARDS

T H E S H I N I N G L I G H T AWA R D S T H E S H I N I N G L I G H T AWA R D S THE SHINING LIGHT AWARDS Forevermark is the diamond brand from The...
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T H E S H I N I N G L I G H T AWA R D S

T H E S H I N I N G L I G H T AWA R D S

THE SHINING LIGHT AWARDS Forevermark is the diamond brand from The De Beers Group of Companies and benefits from over 127 years of diamond expertise. Forevermark was created to help express and protect the most powerful and precious promises people make in their lives. Creating a world in which promises are as beautiful, powerful and eternal as the diamonds that represent them. Less than 1% cent of the world’s diamonds are eligible to become a Forevermark diamond. Forevermark goes beyond the standard 4Cs to select diamonds that are among the most beautiful in the world and each Forevermark diamond undergoes a journey of rigorous selection. Our unique inscription is an assurance that every Forevermark diamond meets the exceptional standards of beauty, rarity and is responsibly sourced. Responsible sourcing is a pillar of the Forevermark brand, and one of the main reasons why everyone can feel proud to give, own and wear a Forevermark diamond. Sourcing our diamonds responsibly means that, throughout their journey from rough to polished diamond, particular care has been taken to ensure responsible business practices, support the advancement of women, and protect the natural world, which is the ultimate source of our diamonds.

Forevermark is today proud to contribute to the success of the Shining Light Awards, nurturing tomorrow’s talents. Since its launch in 2008, Forevermark has proudly supported the Shining Light Awards competition, contributing to nurture and develop talents in the countries where our beautiful diamonds come from. Forevermark is proud to set the design brief for the competition, inspired by our brand values and promise. This year, nature conservation and the protection of endangered species is at the heart of the Shining Light Awards design brief. The theme reflects Forevermark and The De Beers Group of Companies care for the protection of the wildlife and its natural habitat, which are as precious as our diamonds. Forevermark is involved at every stage of the Shining Light Awards: while sharing the design brief with the students, Forevermark is also proud to support the competitors on their journey, offering them guidance around diamond jewellery design. Furthermore, Forevermark is proud to welcome the winners of the Shining Light Awards at the Forevermark Design and Innovation Centre in Milan, Italy, where they can gain further experience in diamond jewellery design working along with Forevermark designers and improve their skills. The De Beers Group of Companies has created an influential design competition, raising awareness on Southern Africa talents around the world.

INTRODUCTION How to translate a creative brief into a diamond jewellery collection? In order to support you in your creative process, translating the Shining Light Awards 2017 brief into a diamond jewellery collection, we have taken the example of the Forevermark Encordia collection.

C A S E H I S TO RY

FOREVERMARK COLLECTIONS ENCORDIA

THE ENCORDIA COLLECTION The Encordia™ Collection was inspired by the ancient Greek Knot of Herakles, often referred to over the centuries as the ‘love knot’ – the harder you pull on the knot the tighter the bond and connection. The Encordia™ Collection includes rings, pendants, earrings and bracelets, each with an elegant knot crafted in a sleek loop of gold, platinum or pave. Representing the enduring bond between people, each Encordia piece is sealed by a beautiful Forevermark diamond that holds the knot in place, keeping it always secure.

INSIGHT To design the collection, the Forevermark design team went through the following path:

Insight Where does one find the strength to go on

Response We rely on each other to get through, together we are invincible

Idea: Encordia (Herakles knot) Some bonds can never be broken

THE DESIGN PROCESS The second step of the design process is the brainstorming, the designer takes all the inputs given with the briefing and collects all the ideas that come to mind thinking about the brief. The brainstorming can be also done in a team, all the designers work together on the development of the ideas and on the briefing, talking about the different possibilities of the development and solutions of the requests. During the team brainstorming, designers share their competences and creativity to create common concepts, having different background and experiences helps to change the point of view and enrich the team itself.

THE DESIGN PROCESS Research The research is necessary to collect as much information as possible on each request in order to set the context. Each single request on the new product development needs to be solved in order to have a range of acceptable solutions Contextual Research Positioning Occasion Ethnography Participatory observation Price Blue Sky Research Trends Iconography Mood Boards It is essential to be accurately documented and benchmarked, to guarantee that someone else hasn’t already thought about that solution. Here a personal product research is necessary. In this phase the designer doesn’t have to be influenced by other brand’s products and solutions.

THE DESIGN PROCESS Research: Inspirational Research “Nobody who ever followed the scientific method ever discovered anything interesting” Paul Weis With the inspirational research the designer translates the briefing and his ideas in shapes, styles, colours, sensations and references to create a story behind. The designer can take inspiration from all the aspects of life: books, movies, architectures, nature… everything helps to create the imaginary and the mood.

THE DESIGN PROCESS Research: Competitors Research The research of the major competitors and their products is finalized to understand better the positioning of the brand and product on the market.

THE DESIGN PROCESS Research: Inspirational Research “Get a large notebook and start in the middle because you never know which way things will develop” Radcliffe-Brown Knowledge is based on a continuing dialogue between research and analysis. There is not a single way from a point to the other, there is not only a linear path but there is a curve between the two points. The curve goes from a point to the other and then comes back.

THE DESIGN PROCESS Design Concept and Guidelines “Great things are done by putting a series of small things together” Van Gogh This is the moment where creativity substitutes the idea, and follows a new method working within the limits of the problem stemming from the analysis of the sub-problems and vision/concepts At this stage themes, concepts, phrases, thoughts, products, gifts, rituals, and so on are brought together and elaborated by designers and teams.

THE DESIGN PROCESS Design Concept and Guidelines From the research the designer identifies the final idea and imagery to develop a design concept. The concept gives both the explanation of the inspiration and of the idea of product developed. While doing the design concept (between the idea and the product) the designer needs to keep in mind the guidelines and limitations given with the briefing. The designer has to cross his ideas with both the taste of the reference market/target and the brand identity, adjust the ideal product with the prize given and materials required, and fit all the development process with the timing set by the brand.

Encordia: an enduring knot

THE DESIGN PROCESS The Masterpiece - First Sketches This is the beginning of the product development, with the first sketches the designer explains his ideas to the brand or buyer, and the project starts to shape up.

THE DESIGN PROCESS

THE DESIGN PROCESS

The Diffusion Line

The Name Research and Design

Once approved the idea and the new product, the masterpiece, the designer has to face a new request from the brand.

While working on the project, the designer has to think about the naming concept of the product. This is a creative phase of research and development that starts with the same briefing of the jewel and has to be coherent with it.

Frequently, starting from a masterpiece, it is required the development of a diffusion line or commercial line. This is a cheap version of the complex masterpiece idea that has to be coherent with the project itself but needs to fit other requests and limitations (lower prize, size, metal and number of diamonds…). The designer is asked to abstract the original idea, and develop a collection that reminds to that concept but it’s directed to a different sector of market and target.

The choice of a name itself is a fundamental component for the communication of a product, and so also for both jewellery and brand identity. Beyond the choice of a name there is again a big study and research by the designers and again another application of the design process.

THE DESIGN PROCESS 3D Study The development of the 3D model is a crucial step in which the designer has the chance to check the products characteristics before producing the jewellery. The 3D study is necessary to check the sizes, the feasibility, and the technical elements such as joints, fastenings and setting. If the 3D development shows errors in the project or problems with the future production, the designer needs to step back to the sketches and early development to adjust the technical elements in the product, paying attention that the aesthetic is not compromised.

Using 3D Design software

THE DESIGN PROCESS

THE DESIGN PROCESS

Legal Search

Prototypes

Before being presented to partners each design is checked by legal through a very meticulous and expensive process that require ad hoc legal designs for each jurisdictions and it is based on 2 key phases:

The prototypes give the idea of wearability, the aesthetic, the thickness, and shows any eventual problem of production. Even if the designer can see the future aspect of his product with the 3D model, the final aesthetic of the jewel is visible just with the prototype. With the 3D digital model the designer can not see the effect of the worn jewellery.

- a pre-screening search (to check uniqueness) - patent application (to protect designs)

THE DESIGN PROCESS Production Supports Once the jewellery project is completed in all its artistical and technical parts, the design development is done. The designer must be able to explain and convey his ideas about the project as clearly as possible, not to create misunderstandings. The producers, manufacturers, jewellers and anyone who will work on the jewellery, must have the tools and information to recreate the aesthetics of the jewellery as it is presented in the project. So, in addition to the project, the designer has to provide a list of production support: Technical specifications about the product Measurements Materials Number of diamonds and carat weight Weight Technical drawings

º

THE DESIGN PROCESS

THE DESIGN PROCESS

Rendering

Advertising and Communications

With modern computer software it is possible to create the digital product image for advertising, web, print and so on. Starting from the 3D model, the designer can develop a digital image to show the product as it would be photographed.

The creation of digital materials to support the communication is fundamental for the product visibility on the market. The designer has to work on a story behind the jewellery to create all the communications materials to present the product. In-store materials for events Web materials Printed advertising Visuals materials Visual merchandising Windows display Supports for the storytelling

THE BRIEF

FOREVERMARK SHINING L I G H T AWA R D S 2017

THE BRIEF Introduction Walking through the savannas of Africa and observing wildlife is a privilege. People from all over the world are drawn to experience it and travel to Africa to admire a true treasure: wildlife evolving in its natural habitat. While some people co-habit and experience nature’s wonders as their living environment, some others discover it through tourism, visiting Africa and experiencing safaris. The beauty of African nature and wildlife has been fascinating the world for decades and is internationally reknown and appreciated, thanks to many documentaries and images for those who didn’t have the privilege to travel there. For those that experience this everyday, for the tourist who explore and for those who look at the pictures or watch the documentaries, it may all just be taken for granted. It is nature and it is expected to be there - forever. We should sadly acknowledge that wildlife is under threat and that many species might disappear in a few years. Illegal practices, such as poaching have dramatically reduced the population of the black and white rhinoceros, elephants and many other species. Many wildlife species are under serious risk of extinction. There is urgent need to preserve and protect.

THE BRIEF Forevermark Involvment

THE BRIEF

While the threats around wildlife are covered in the global media, raising awareness and concern, a lot of the NGOs and organizations work together to solve the problem, while most people feel compassionate and concerned, but remain inactive.

This year, nature conservation and the protection of endangered species is at the heart of the Shining Light Awards Design Brief, reflecting Forevermark and The De Beers Group of Companies care for the protection of wildlife and its natural habitat, which are as precious as our diamonds.

The opportunity for change starts with building awareness and by setting an example. It starts with those consumers and companies who want to show they care. Forevermark diamonds allow our consumers to express and protect the most powerful and precious promises they make in their lives. Our unique inscription is an assurance that every Forevermark diamond meets the exceptional standards of beauty, rarity and is responsibly sourced. Responsible sourcing is a pillar of the Forevermark brand, and one of the main reasons why everyone can feel proud to give, own and wear a Forevermark diamond. Sourcing our diamonds responsibly means that, throughout their journey from rough to polished diamond, particular care has been taken to ensure responsible business practices, support of the advancement of women, and protection of the natural world, which is the ultimate source of our diamonds.

Through their journey to consumers, Forevermark diamonds have made a positive contribution to communities, caring for women and girls. Forevermark diamonds also care and support nature conservation: for every hectare of land The De Beers Group of Companies uses for mining, it dedicates five hectares to nature conservation. A diamond is a gift of love. It symbolises those moments and emotions people want to preserve forever. Forevermark desires their consumers to be proud to own, wear and to give a Forevermark diamond because

A Diamond Is Forever

FOREVERMARK SETTING™ ETERNITY RING WHITE

FOREVERMARK SETTING™ ETERNITY RING OXIDISED

2.97CT [FMR2]

2.81CT [FMR3]

THE BRIEF Our Consumers

THE BRIEF Our Consumers

Forevermark consumers include Millennials, which designates people ages between 18 and 36 from all around the world. Almost all of the students applying for the Shining Light Awards are Millennials.

Millennials are looking for brands that are authentic, transparent and active in sustainability and contribute to society

Many studies on Millennials show their inspiration to pursue self-discovery: they are keen on developing personal projects and pursuing their dreams and ambitions. They are avid to get information and insights. The Millennials pursue their own happiness through freedom and control. They are more engaged with Corporate Social Responsibility and it impacts their allegiance to brands. You too may share some of their deeper beliefs. And together we may discover that we all share universal beliefs and concerns Millennials are consumers who want to be able to tell others what their purchases say about them. And, to do this, they spend time exploring and gathering information, to feel connected with causes that truly matter to them.

Forevermark diamonds are beautiful, rare and responsibly sourced. Today, we want to positively engage with our Millennial consumers as we share values and projects. We want to take our consumers on a journey of active involvement, encouraging them to protect and preserve what deserve to last forever: the wildlife and its habitat. Our Millenial audience would most likely express it this way:

“I am concerned with the future of wildlife and endangered species and I want to do may part to save them”

THE BRIEF THE DESIGN BRIEF

THE BRIEF THE DESIGN BRIEF

Forevermark invites applicants to the Shining Light Awards competition to design a collection aimed at raising both funds and awareness on the importance of protecting wildlife and their habitats.

Route 2

The brief this year opens different options and you might choose between the following route:

At least one diamond must be central to your design - refer to design parameters

Route 1

Please refer to Rhinos, Elephants in particular, but also other endangered species.

You may create a symbol or a visual metaphor to express the world of wildlife, endangered species and their natural habitats and the need for them to be protected. At least one diamond must be central to your design - refer to design parameters (a symbol often takes on the form of words and/or visual images to convey ideas and beliefs)

You may select one or several animals to bring to life the need for them and their natural habitat to be protected. It could be a representation of one animal (rhinoceros, pangolin, elephant),

THE BRIEF Your Design Presentation

THE BRIEF Design Parameters

1.

Each piece of your collection should include at least one Forevermark diamond from size 0,10pts minimum up to 1 carat

Introduction to your collection

When you submit your diamond jewellery design, it should be accompanied with a short written text summarizing your inspiration, what your collection sets out to accomplish and how you feel your design is responding to the Forevermark brief. You may also use drawings and images to help bring your story to life. Text should be at least 150-200 words 2.

The composition of your collection

You are required to design a collection that is composed of the following pieces – they must logically and visually be connected. 1. Ring 2. Bracelet 3. Pendant 4. Earring 5.

Broach (optional)

Please note that the collection should not include a masterpiece: The collection should aim at be worn by a young and engaged audience, as an ‘everyday’ piece of diamond jewellery showing that they care.

The average retail price for each piece of the collection should be between $300 and $1000 USD

FOREVERMARK SETTING™ ETERNITY RING YELLOW 3.00CT [FMR4]