(IDEX Online) - Gemist, the pioneering "try and buy" online jewelry retailer, has announced an investment from the innovation division of De Beers.The Los Angeles-based company is the first platform that allows buyers to design their own ring or earrings from a smartphone or other device.They select the stones, metals and settings of their choice and have them made to their exact specifications to try on at home before they decide to go ahead with their purchase.Stephen Lussier, group executive vice-president, consumer and brands at De Beers, will join the Gemist board as part of the deal and De Beers will provide input on engaging with consumers and responsible diamond sourcing.Gemist founder and CEO Madeline Fraser said: "We are honored to partner with De Beers Group Ventures and look forward to working together to develop and grow the Gemist business." Neil Ventura, executive vice-president, strategy and innovation at De Beers Group, said: "Gemist is a first-mover in offering Gen Z and Millennial consumers a unique shopping experience with fully customizable designs through a simple, engaging and fun platform - key features we know these consumers are looking for."