Founder • Creative Direction • Collaboration
“Betroth encourages renowned artists and designers to re-examine the engagement ring… It’s jewellery for modern romance.”
— Mark C O’Flaherty, Financial Times: How To Spend It
ROLE
Concept, creative direction, product design, brand strategy, copywriting
PROJECT OVERVIEW
Betroth reimagines the ring through purposeful collaboration among designers, craftspeople, and engineers. The project challenges the conventions of legacy jewelry brands while restoring the ring’s significance as a personal symbol of unity.
MANIFESTO
The ultimate goal of the ring is unity! Good design, material integrity and personalization are indispensable parts of our contemporary lives, but not of our rings. Today, these progressive elements exist stunted by corrupt legacy brands from which they can only be salvaged by the purposeful cooperation of artisans and technologists. Designers, craftspeople and engineers must devise new ways of representing the ring, as an experience and in terms of its parts. Their work will then re-ignite the spirit of wholeness a ring signifies, which was lost in the antiquated retail establishments and glossy adverts of our predecessors.
So let us therefore create a new way of experiencing and creating the ring, free of the artifice and blood that raises a barrier of irrelevance between our hearts and our symbols! Let us strive for, conceive and create the new ring of the future that will unite design and technology and ethics, and which will one day rise heavenwards from the million hands of couples as a clear symbol of a new belief to come. — Derrick Cruz
PRESS
Financial Times https://www.betroth.me/pages/financialtimes
