Despite being pre-launch, MINTY has already caught the eye of a discerning customer base.
The brand is focused on material innovation and design, producing consciously modern heirlooms.
The first release from MINTY were a refreshing take on the classic tennis bracelet and eternity band, which aimed to deconstruct and reinterpret what has long been regarded as a jewellery staple. The inaugural collection focuses solely on ethically sourced materials and incorporates lab-grown diamonds, recycled gold and high-tech ceramic.
00: BRAND STORY
Minty was founded in early 2022 by two industry insiders, a Central Saint Martins-trained designer and a fourth-generation diamond dealer. MINTY blends savoir-faire and traditional craftsmanship with a common vision of a better future.
BLENDING TRADITIONAL TRAINING, YEARS OF SAVOIRE-FAIRE AND DEEP INDUSTRY KNOWLEDGE WITH A COMMON VISION FOR THE FUTURE, MINTY AIMS TO SPEAK A NEW LANGUAGE THROUGH JEWELRY.
MINTY IS THE JUXTAPOSITION OF CLASSIC JEWELRY STYLES AND MATERIAL MANIPULATION, NOT SOLELY IN STONE SOURCING, BUT VIA A HYPER-FUTURISTIC APPROACH TO THE ACCOMPANYING MATERIALS THAT SIT BESIDE DIAMONDS.
FROM POPS OF DARING COLORS, TO REWORKINGS OF EVERYDAY CLASSICS, THE BRAND IS BRINGING CUTTING EDGE BACK TO THE 4 C’S (CUT, CLARITY, COLOR AND cARAT) WITH A 5TH C, CARBON.
MINTY AIMS TO SHOW THAT CARBON DOESN’T HAVE TO MEAN CARBON-COPY. CULTURED DIAMONDS SHOULD BE JUST THAT - CULTURED, INFORMED, WITH A DISCERNING EDGE.
01: OUR VISION
MINTY EXISTS FOR THE MATTER OF PUTTING THE CULTURE INTO LABORATORY GROWN DIAMONDS.
STACKED UP AGAINST THE JEWELRY BRANDS OF TODAY, MINTY OFFERS LAYERS OF INNOVATIVE EDGE, MASTERY OF MATERIALS AND ITS PLAYFUL PREROGATIVE, WITH AN OPPORTUNITY TO BECOME THE ARTISTIC BRAND FOR LOVERS OF ALL GENDERS, STYLES AND AFFINITIES.
THE CULTURED CHOICE FOR DIAMONDS.