Tesla Teams Up With Baunat Diamonds On Luxury Collaboration

Antwerp-based Baunat Diamonds has joined forced with Tesla on a series of events aimed at a like-minded clientele in target markets, to present their latest high jewelry collections alongside Tesla’s newest models, the Tesla X and Tesla S. Following the launch in May in Geneva, I spoke to Founder and Executive Board Member Steve Boelens about how he sees the future of the diamond industry, as the company teams up with one of the highest-profile technology companies in the world.

How did the Tesla collaboration come about?

A two digital native, digital-first brands, we share the same values as Tesla. We both use Just-In-Time production and both of our client bases are SMART buyers, who rather than being status-drive, are internet-savvy and motivated to purchase by quality luxury products, good design and great service, so it made sense to join forces to better reach them.

What exactly does the Baunat x Tesla collaboration entail?

Rather than using Baunat diamonds within the cars themselves, it’s about a collaboration of two similar brands. We share the same client base, an aspiring middle/upper class looking for an extremely well-made, premium product, but who understand they are getting great value from the product they are purchasing.

Together, we’re rolling out a series of events in key markets, showcasing the latest Tesla and Baunat launches. Belgium is the first market to be targeted, followed by Switzerland, which both saw 150+ potential customers, Hong Kong and the Netherlands, and further European countries to follow.

As an online diamond company based in Antwerp, the heart of the European diamond industry, what are your thoughts on the place of technology in the diamond industry?

Technology is hugely important to Baunat Diamonds. Being a digital native brand, we see ourselves as a disruptor in the diamond jewelry industry, since we cut out the middleman and do away with the expensive retail boutiques often associated with diamond jewelry. By purchasing online, and claiming full control over the production process and client experience, we offer our customers the highest quality, full transparency, excellent service with an exceptionally well-priced end product.

Technology is reshaping the traditional industry. We use Augmented Reality (AR) to enable our customers to explore our products by projecting the real-look impression of the jewel and see how it will look on them before making a purchase. During production, a combination of computer-aided design (CAD) software and 3D printing facilitate more complex and customized jewelry designs, allowing customers to be way more involved at every stage of the design and production of their jewels.

How important is sustainability, and in particular, supply chain traceability to Baunat?

Sustainability is at the forefront of our business model. Being a fully certified member of the Responsible Jewellery Council (RJC), we comply to the highest standards regarding sustainable and responsible business, ethics, and supply chain within the global diamond industry. We demand full transparency from our suppliers, so we can guarantee that all our diamonds are ethically and sustainably mined, certified and conflict-free, as well as keeping in line with the best practices established by the Kimberly Process Certification Scheme and United Nations resolutions.

We are not afraid to push the boundaries of what fine diamond jewelry is about. Our aim is to ensure the highest possible standards through the entire supply chain, starting with artisanal and innovative operations in a diverse and inclusive organization.

New-gen customers place high value sustainability. How do you demonstrate traceability?

In partnership with Sarine Technology, the leader in diamond technology, we have implemented an innovative traceability system which makes it possible to track the entire diamond journey, from mine to jewel and provide customers with the most advanced and reliable diamond traceability certificate available. Through this technology customers can trace the unique journey of their stone with an interactive platform, printed certificate and 3D print of their rough diamond.

We will also create a copy of the rough diamond for customers, going back to the source to show how a diamond truly comes from the ground. Many people are not aware of how rough stones look, it’s about ‘unrevealing’ natural beauty to emphasize how, in the right hands, a rough diamond is created into a beautiful jewel.