A sleepy village in Lincolnshire has been thrown into the limelight after a 1.14 carat diamond fell from a popped balloon and landed in an unknown location.
The £12,000 cushion cut diamond was launched into the sky on Thursday 8th August from a field in Derbyshire as part of a publicity stunt by London jeweller 77 Diamonds. The diamond was placed in a box the size of a shoe box, then attached to a huge helium balloon, which then rose 60 miles into the sky in 150 minutes before popping and parachuting back down to earth. The lucky person who finds the precious gem in this treasure hunt is allowed to keep it, however nine days on and the diamond is still yet to be found!
The stunt is aimed at promoting the jewellers ‘interactive universe’, which allows users to fill a virtual night sky with thousands of stars - each one unique and named after someone or something special.
According to the Daily Mail, Tobias Kormind, co-founder of 77 Diamonds, says: “What better way to raise awareness of our virtual universe than by actually making it a reality and putting a diamond in the sky. With Diamonds in the Sky, we wanted to explore the parallels between diamond and stars in an imaginative and engaging way”.
Treasure hunters are being told to keep their eyes peeled for a box the size of a shoe box covered in red and silver paper; this will be attached to a bright orange parachute and a popped white balloon. The package has a GPS tracking device which reveals that the diamond is still waiting for its finder.
While it seems like an expensive campaign, the company is utilising its social media well, connecting with its online audience and posting regular updates about the “#diamondinthesky”.
Unfortunately, Lea, Lincolnshire is a bit too far away for us to pop out the office at lunch and search for the sparkler. However, a similar campaign is due to take place much closer-to-home soon. In September, ‘The Great Diamond Rush’ is being organised by Beards Jewellers in association with Cheltenham-based charity Maggie’s. Maggie’s provide free practical, emotional and social support for people with cancer. Ten real diamonds with a total value of £10,000 will be hidden in locations ranging from public parks to hotels and shops during the weekend of September 13. We can’t wait!