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The Future Rocks Launches Jewelry Marketplace to Empower Ethical Purchase Decisions

AKQA champions lab-grown diamonds with new platform

The Future Rocks Launches Jewelry Marketplace to Empower Ethical Purchase Decisions

Today The Future Rocks, in partnership with AKQA, has announced a campaign to coincide with the launch of The Future Rocks marketplace, a platform helping up-and-coming designers from around the world share their unique stories through their diamond designs. Built to foster a community that shares progressive and authentic values for both designers and buyers, The Future Rocks platform has an editorial feel highlighting the community's facts and opinions worldwide.

The Future Rocks marketplace was created for those who shop consciously and ethically while maintaining quality, bringing lab-grown diamonds into the mainstream while embracing change and defying trends. Lab-grown diamonds offer structurally and chemically identical diamonds to mined diamonds but give buyers peace of mind, playing an essential role in tomorrow's jewelry. The Future Rocks is an online destination where diamonds are accessible enough to be worn daily, breaking with tradition and creating an inclusive platform just for all.

The marketplace can be found here.  

In partnership with AKQA, The Future Rocks developed a bold, provocative campaign challenging the Status Quo around Diamonds and forming a more inclusive and modern narrative. AKQA was responsible for positioning, strategy, and creative aspects of the campaign. Creative assets will live on The Future Rocks website and social channels.

The market for lab-grown diamonds continues to grow, especially to the Millennial and Generation Z consumer. Their attitude toward social responsiveness is tremendous, and their desire for ethical purchases continues to grow. 

Anthony Tsang, CEO of The Future Rocks Said: “We strongly believe in creating a better future for everyone and we believe LGD will be a part of this future. We hope to ignite and capture the hearts of both jewelry lovers and people who’ve never bought jewelry before. We wanted a bold campaign to resonate with a new consumer base, reflecting progressive values that they embody - such as inclusivity, ethics, and diversity. We are pleased to have partnered with AKQA to bring our vision to life in our launch campaign in the US. It was delivered within a very tight schedule so kudos to those guys.”

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Group Strategy Director: Iris Coldibelli

Account Director: Kristen Morrissette

Group Program Director: Brad McDonald

Producer: Chantel Simpson

Project Management: Elizabeth Marshall

Creative Director: Courtney Kuhlman

Design: Eric Ku, Andy Wong

DP: John Stallings

Editor: John Stallings, Gasp

Category: Accessories , Clothing and Fashion

Genre: Fashion & Beauty