1800 creates ‘first-ever’ Tequila diamond for Janelle Monáe
Proximo Spirits-owned 1800 Tequila has unveiled what it claims is the ‘first-ever Tequila diamond’.
Toronto-based jewellery designer Jonathan Raksha of Maison Raksha created the diamond using the brand’s cristalino expression.
The diamond brooch debuted on the red carpet at last night’s Met Gala in New York, worn by Grammy-nominated musician, actor and producer Janelle Monáe.
Raksha said: “Every detail of the 1800 Tequila diamond brooch was crafted to embody the spirit of liquid in solid form.
“On a night when all eyes are on the red carpet, it was exciting to translate my design language into something more than just a jewel, but a bold statement that introduced the brand’s first Tequila diamond.”
Presented in a brooch, the diamond’s design is inspired by 1800 Tequila’s cristalino bottle and the Blue Weber agave plant. The diamond also captures ‘the clarity and quality that define 1800 Cristalino’, noted the brand.
The theme for this year’s Met Gala was ‘Superfine: Tailoring Black Style’.
Monáe added: “To shine, and to create something truly iconic, you have to think differently. It’s all poetic when you think about it. Just like diamonds form under pressure, reimagining how diamonds are made takes a future-focused vision and dedication.
“To wear an ethical diamond from 1800 Tequila on the red carpet, with this year’s theme, felt like a fitting tribute to that.”
1800 Cristalino is aged for 16 months in new American and French oak barrels, before being finished in Port wine casks for another six months. It is described as a ‘crystal-clear and complex añejo Tequila’.
Last year, Proximo Spirits CMO Lander Otegui earmarked the cristalino segment as the next growth driver for the Tequila category.
In other fashion moves, 1800 Tequila teamed up with floral artist Mr Flower Fantastic on a basketball sneaker-inspired decanter.
Last month, the brand’s GuachiMonton Tequila arrived in the UK. The expression is finished in orange liqueur casks and retails for £170 (US$224).
Raksha, meanwhile, has history with spirits brands. The goldsmith collaborated with Havana Club on a one-of-a-kind luxury set for the brand’s flagship seven-year-old rum.
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