Fortrove News

The U.S. based jewelry brand Gemist has announced today that it has received its latest investment from De Beers Group Ventures. The company's "try-and-buy" tech is a customizable tool for customers looking to buy jewelry and accessories online.

According to a statement given by Madeline Fraser, Founder and CEO of Gemist, "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."

The De Beers Group Executive Vice President, Consumer and Brands, Stephen Lussier will be adding his expertise as a member of the Gemist Board. The company will receive tools in engaging consumers as well as sourcing natural diamonds.

"Gemist is a first-mover in offering Gen Z and Millennial consumers a unique shopping experience with fully customizable designs through a simple, engaging and fun platform – key features we know these consumers are looking for. We look forward to working with Gemist to share mutual insights as the business continues to grow," said Executive Vice-President, Strategy and Innovation, De Beers Group, Neil Ventura.

About Gemist

Gemist is a custom jewelry brand that enables the omni-retail shopping experience with a configurable design platform that is deployable across all point-of-sale touchpoints. Powered by its unique "try-and-buy" technology, the platform allows consumers to design jewelry online then try no-cost replicas offline before buying the product. For more information, visit

About De Beers Group Ventures

De Beers Group Ventures, part of Ignite™️, is De Beers Group's innovation division, which is focused on working with growth companies to pursue strategic opportunities that benefit De Beers Group and the diamond industry. For more information, visit

About Legendary Ventures

Legendary Ventures is a venture capital firm that accelerates value creation for early-stage startups in the consumer, retail and technology industries. For more information about the firm or its funds, please visit

Information originally soured from Stockhouse.