L’Dezen founder Paya Shah is seen wearing the brand’s jewelry in Seoul on Tuesday.
Global jewelry brand L’Dezen announced the creation of a limited-edition, non-fungible token based on the brand’s award-winning “Blooming of Ages” ring on Tuesday at the Meta Z lounge in southern Seoul.
Designer Payal Shah, founder of the jewelry brand, showcased physical and digital versions of the ring at Tuesday’s event. Founded ten years ago by Shah, the brand has styled diamonds for celebrities such as Lady Gaga, Nicki Minaj and Michelle Obama.
The actual ring, which contains a 24-carat diamond, is worth $75,000, according to the jewelry brand.
“Luxury at its core lies in heritage and storytelling that has been passed down through traditional means. Now, NFTs are using blockchain technology to educate consumers, tell compelling stories, and enhance brand identity. It’s a new medium to amplify resonance and create more value,” said Susan Shin, strategist at the brand, on Tuesday.
L’Dezen founder Payal Shah (middle) poses for a photo with guests at the Meta Z lounge in southern Seoul. Tuesday. (Redezen)
The NFT project was created in collaboration with 75007, the sister company of Meta Z Lounge, the world’s first Metaverse department store, and Gallerie X, a creative studio dedicated to producing digital creations.
L’Dezen is the first fine jewelry company to release a pair of diamond earrings simultaneously as a physical product and NFT.