Origin Story is an immersive in-store experince for De Beers aiming to revolutionise the way we look at diamond retail and secure a new generation of customers with a different set of values. The MLP contains a number of exciting emerging technologies including Blockchain and a world-first deployment of Stable Diffusion GenAI.

Taking the customer from discovery to comparison to purchase and beyond, Origin Story aims to reposition the diamond retail market to include emerging affluent Gen Z and female self-purchase customers. It explains the benefits of buying a unique natural diamond over a generic lab-grown alternative.

Users can learn about each diamond's individual properties using data stored in Blockchain, learn about its formation and show it came from an ethical source. Users can also learn about De Beers' commitment to the environment, sustainability and society.

“Beautiful and impressive work. It’s not every day you get to change an industry. Not just with an idea or a design – but with a fully executed and launched product. Today we did just that.”

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Research found that customers felt their final purchase lacked a moment of ceremony. We developed a post-purchase experience which stored the diamond's blockchain information in their custom digital vault and generated a unique, shareable Gen AI artwork using the individual characteristics of the customer's diamond in the prompt, the world-first deployment of Stable Diffusion as an API.

The service design process identified a customer type who need a guiding-hand in begining their diamond purchase experience. Using behavioural science algorithms we developed a short visual questionnaire to discern the customer's personal style. User testing proved it to be incredibly accurate and helpful.