Background: 

The diamond industry is often mired in environmental and ethical controversy. Yet, the emotional significance of diamonds—marking milestones, love, and self-expression—remains strong. Recognizing the demand for a more conscious alternative, TSC set out to launch Evera, a new collection of lab-grown diamond jewelry that’s modern, beautiful, and better for the planet.

Evera diamonds are GIA-certified, VS1 clarity, and set in 14K or 18K gold—offering premium quality at an accessible price point. The designs range from timeless to contemporary, and every piece comes from a conflict-free, environmentally responsible supply chain.

Scope & Impact:

We developed the brand from the ground up, including naming, visual identity, packaging, and campaign creative. The launch focused on a confident, fashion-forward woman—someone who doesn’t wait to be gifted diamonds but buys them for herself. Studio photography and video brought this to life with clean, elegant styling and dark backgrounds that allowed the diamonds to shine.

In less than a year, Evera established itself as a standout brand at TSC, attracting new customers and consistently driving revenue across multiple commerce channels.

CLIENT: Today’s Shopping Choice
AGENCY: Rogers Media Creative Group