mine lab grown diamonds jewelry

Mine Diamonds

Lab grown diamond jewelry. Made with you in mind.

In early 2019, entrepreneurs Biren Bhansali and Josh Navon, both hailing from families in the jewelry business, came to Sweden Unlimited to bring an idea to life after seeing an opportunity to disrupt the rigidity of the diamond industry. Primed to be the best-in-class lab-grown diamond brand, Mine was created with the mission to develop an accessible and approachable way for millennials to purchase beautifully crafted diamonds.

Focused squarely on delivering quality, sustainability, and affordability to its consumers, Mine creates premium diamond jewelry at a price point that is approachable and accessible. Built on Shopify, we worked with Mine to develop their e-commerce site as well as established the naming, branding, and packaging to create a world in which the consumer felt assured to purchase quality jewelry with minimal regrets. The jewelry designs are simple, elegant and refined for everyday wear.

Client
Mine Diamonds
Visit
minejewelry.co
Year
2019
Type
Fashion
Ecommerce
Services
Branding
Design
Ecommerce Development
Platform Development
Content Creation
Strategy

About the Brand

Mine was founded in 2019 by entrepreneurs Biren Bhansali and Josh Navon. Hailing from families in the jewelry business, Biren and Josh saw an opportunity to disrupt the jewelry purchasing process, and develop an accessible and approachable way for millennials to purchase quality lab-grown diamond pieces.

"We wanted to create simple, sophisticated, and sustainable jewelry for the modern consumer looking for timeless pieces..."

—Co-Founders Biren Bhansali and Josh Navon

Mine Diamonds Lab grown diamond jewelry

A Full 360º Design Approach to the New Lab-Grown Diamond Brand

Branding Review

Logo Creation, Naming, and Packaging

As we thought about the world around the brand, we wanted to create a visual identity for the outward expression of Mine and one that would uniquely set the brand apart from its competitors in the diamond space. We started with the primary element of its identity, the name, and continued to partner with Biren and Josh to establish the additional components playing an important role in establishing Mine’s visual style.

For the brand name, we applied our creative approach and naming strategy, in parallel with legal/trademarking, to identify a timeless yet on-brand name that would be suitable for the brand's launch-to-market and growth. In creating the logo, we designed a wordmark with the angular cuts of diamonds in mind to mimic the sharpness of the stones.

Mine Diamonds Jewelry Logo

Design Review

Visual Branding and Art Direction

The brand's distinct yet approachable design and aesthetic was created to leverage all of its USP’s (unique selling points) and consistently support the evolution of its products to reflect this. Because Mine prides itself on adapting to an always-changing landscape, Sweden's art direction of the brand images was aimed to walk the line to convey both quality design and craftsmanship across all communication and digital touchpoints.

Mine Diamonds Jewelry photography

Website Design

Ecommerce

Harnessing the robust offerings of Shopify, we folded the brand pillars and the world around Mine into all aspects of our e-commerce design process. We employed the core principles and codes into the website to evoke an elevated, yet inviting, creative and sensorial consumer experience across digital and physical spaces.

Based on both best practices and innovative strategies, Mine’s e-commerce design focuses on introducing true customer benefits to enrich and educate, and to keep the consumer purchasing on minejewelry.co rather than through wholesale partners or competitors.

With their mission of crafting sustainable and accessible diamonds at the crux of their business, we made sure that the brand values were front and center upon site entry.

mine jewelry -co blink bracelet
Mine Diamonds Jewelry

mine website desktop
Mine Jewelry
mine Jewelry website mobile
Mine Jewelry
Client
Mine Diamonds
Visit
minejewelry.co
Year
2019
Type
Fashion
Ecommerce
Services
Branding
Design
Ecommerce Development
Platform Development
Content Creation
Strategy

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