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#ROCKTHEPIN: A Jewelry Design Competition Open To All Students

Calling all rebels with a cause: London-based jeweler CHELSEA ROCKS has launched a competition inviting creative university students around the world to design a lapel pin incorporating lab grown diamonds as a symbol of generational expression, societal comment or social activism.


The CHELSEA ROCKS #ROCKTHEPIN design competition is accepting submissions until December 1, 2022. University students currently enrolled in an undergraduate or graduate jewelry, fashion or design course are eligible to enroll, irrespective of geographic location. Submissions may be made individually, or in a group of up to four students. CHELSEA ROCKS has received a number of entries from prestigious design schools already, and welcomes applications from students all around the world.

#ROCKTHEPIN design competition
Photo credit: CHELSEA ROCKS

Competition Theme

Contestants are asked to reimagine a lapel pin or brooch as a symbol of their generational spirit, be it social activism or a call for beauty in an increasingly turbulent world. The design should celebrate the zeitgeist which focuses on sustainability, affordability, new materials, styles and creative expression. In the spirit of clear communication, contestants are asked to submit a 60 second explainer video and short written description, along with the design images.

According to CHELSEA ROCKS founder Joanna Park-Tonks:

Much has been made of laboratory grown diamonds both in the media and research being a “Gen Z” and “millennial” topic. My vision is to engage directly with this demographic by providing a direct design platform for student expression, creativity and for our part, deep listening to the voice of a generation. Laboratory grown diamonds (LGD) have come of an age when sustainability and climate change are at the top of everyone’s mind and every company has an imperative to respond to these issues. While LGDs carry a number of so-called “eco positives”, it will be interesting to see how this demographic responds to the ascendancy of this segment and whether these sentiments will be reflected in their designs.

Chelsea Rocks
Photo credit: CHELSEA ROCKS

Prizes and Benefits

The winning diamond design will be brought to life and gifted to the winner in time for publicity for Valentine’s Day 2023. Another will be made and auctioned for charity. In addition to exposure in media, the winning submitter or submitters will receive training with an award-winning gemologist, a private tour of a renowned London jewelry collection and a two-month design secondment with CHELSEA ROCKS in the interest of developing a winning pin collection. The London-centric aspects of the prizes will be virtual/remote experiences for overseas students.

Read more about the #ROCKTHEPIN Student Jewelry Design Competition


CHELSEA ROCKS was founded by Joanna Park-Tonks to deliver ‘the creme de la creme of laboratory grown diamonds.’ Offered as an alternative to natural diamonds, the London-based company sells 18 karat gold earrings and high end accessories set with laboratory grown diamonds, all of which come from a certified carbon neutral source. Learn more about Joanna and her innovative fine jewelry, at


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