An American company turns ashes from loved ones — and pets — into diamonds, which can be placed in rings or necklaces.
Dealing with the death of a loved one is always a troubled time in all of our lives. The way to honor that person’s memory is typically through a funeral and the decoration of the grave with flowers. However, there are more unique ways to do it.
The American startup Eterneva turns the person’s ashes or hair into a diamond, which can be worn, for example, on a ring or a necklace. Pets can also be immortalized in a diamond using the same process.
While it may seem bizarre to many, the truth is that the company has been relatively successful in the United States. Eterneva began to gain popularity when it went on the television show “Shark Tank”, where companies seek investment from tycoons in exchange for a percentage of the business.
It was there that Eterneva was able to close a deal with Mark Cuban, entrepreneur and owner of the Dallas Mavericks basketball team, with a fortune valued at $4.4 billion by the magazine Forbes.
Since then, the company has experienced triple-digit sales growth and by 2020 it has more than doubled its revenues. This week, the startup managed to bring together $10 million in a round of funding, write to TechCrunch.
The company’s origin story is very personal to founder Adelle Archer. Her friend and business mentor, Tracey Kaufman, was diagnosed with pancreatic cancer and ended up dying at the age of 47. With no close relatives, Kaufman left the cremated ashes to his aunt, his best friend, and Archer.
Not knowing what to do with them, Archer started looking for alternatives online, but realized that all sites were “dark and oppressive”.
At the time, Archer was working on a lab-created diamond startup. While talking to one of the scientists, he said, “Well, you know Adele, there’s carbon in the ashes, so we could take carbon out of Tracey’s ashes and make a diamond”. And so Eterneva was born.
Since then, the company has created around 1,500 diamonds for more than 1,000 customers. The diamond can be colorless, but it can also be almost any color.
The starting price of an Eterneva diamond is $ 2,999 and increases according to size and color. Pets represent around 40% of Eterneva’s business.
Daniel Costa, ZAP //