Created by Nature, Born in the Metaverse
With its new rough diamond brand Signum, HB Antwerp has launched its first crypto-art operation in the Buns.Land metaverse community. We spoke with Shai de Toledo, Co-founder of HB Antwerp
How did the partnership between Signum and Buns.land come about?
Signum was founded from scratch because we wanted to be transparent about everything. We wanted to respond to the latest consumer demands by offering innovative experiences and, with this first edition of Signum and Buns.Land NFT, we have finally entered a new era for luxury goods. We want to experience diamonds as if they were works of art, created in nature and shaped by creativity and innovation. I think the jewelry market will soon have to make some concrete choices in this respect.
What are you trying to do with this provocative new experience?
To change the rules of the game. We act as a bridge between the community that mines rough diamonds in Africa and those who buy them in an experiential journey that includes communities in Botswana and the Signum world. The diamonds contain one or more NFTs, depending on the size of the rough stone and its ability to generate polished diamonds. They are the result of a union between the always perfectly complementary real and digital worlds.
Why add an NFT to the Diamond?
The Non-Fungible Token gives a raw stone considerable added value. It allows the buyer to own only a fraction and consider it either as an investment or as a gift and, by storing information about origin, lineage, clarity and processing, it serves the same function as a blockchain certificate. It also gives customers the chance to participate in the design of their cut diamond.
Is it a way to open up to a younger audience?
Signum is designed for Gen Z, which represents the future because of the importance it gives to ESG (Environmental, Social, Governance) values and its openness to experiential paths. However, rather than making it a question of age, our aim is to strengthen our values through the advantages that only digital can offer.
Do you think there is a place for NFTS in jewelry?
NFTs can be successful in any business segment that seeks authenticity, transparency, traceability. We believe that they can be the ambassadors of the highest values in this industry, their purpose being to replace trust and opinions with verifiable moments of truth.
What do diamonds and NFTS have in common?
On the one hand we have 3-billion-year-old stones that represent the growth and journey of our planet, each with their own DNA, an essential element for Signum. On the other, we have NFTs, each capable, where necessary, of documenting a new and unique DNA.
What do the business represent?
The diamond bunny is a metaphor of what we are doing and tells the story of the transformation of rough into polished. Each of the 12 Bunnies generates a rough NFT, which can then be forged into the polished diamond. The reason we launched 12 of them is of great significance to us but we will reveal that in the second quarter of 2022.
