"A diamond is forever," a famous slogan that's stood the test of time. But nowadays, diamonds symbolize more than just love—they represent life and death too.
Thanks to advancements in technology, "memorial diamonds" have quietly become a popular way to remember loved ones. People are now turning the ashes of their deceased loved ones into diamonds, which can then be made into rings or necklaces as a way to keep their memory close. After all, being forgotten is scarier than death.
Founded in 2016 in Texas, Eterneva focuses on "end-of-life care." They turn the ashes and hair of users' deceased loved ones or pets into memorial diamonds. On their website, users can choose from diamonds of different prices, types, and styles.
Eterneva was founded when Adelle Archer decided to honor her mentor by turning his ashes into a diamond. This personal journey helped her connect deeply with others who have lost loved ones, and she brought this empathy into the brand's creation.
Eterneva blew up after appearing on the show "Shark Tank." In less than three years, the company saw triple-digit growth, with revenues more than doubling in 2020. In July 2021, Eterneva announced it had raised $10 million in Series A funding, bringing their total funding to $14.8 million.
Today, Eterneva has partnered with numerous funeral homes and pet end-of-life service centers across the U.S.
Despite their success, Eterneva has faced its share of controversy: Is turning ashes into diamonds a heartfelt service or an emotional scam? What’s the core technology behind Eterneva? How has their marketing attracted so many customers and shifted public opinion about the brand?
Just Half a Cup of Ashes Is Enough to Make a Diamond
Eterneva has faced its share of skepticism, with some people calling it a scam. They argue that while synthetic diamonds can be made to look like natural ones, they don't believe Eterneva actually uses the ashes of loved ones, claiming there's not enough carbon left after cremation to make a diamond.
But Eterneva's lab manager, Abraham Levy, insists otherwise: "The carbon we get is enough to grow diamonds for our customers."
"All you need is half a cup of hair or ashes to make a diamond." According to Eterneva, in their sample products, 3.28% of the carbon comes from cremation ashes, 36.6% from hair samples, and 16.91% from ashes created by water cremation (a method using water and chemicals instead of fire).
Using advanced synthetic technology, Eterneva turns ashes or hair into diamonds, and they show every step of the process on their website. They extract the carbon from the ashes, then put it under high temperature and pressure to simulate the natural diamond formation process. The carbon gradually forms a diamond crystal structure, and finally, the raw diamond crystal is cut and polished to the desired shape and size.
Eterneva has diamond-growing labs in Austin, Texas, and Germany, with top scientists recreating the conditions found deep underground. Over time, carbon crystallizes on a diamond seed and grows into a rough diamond.
TikTok's Viral Boost Takes the Brand to New Heights
Since starting their TikTok account in 2020, Eterneva has been posting weekly. Their highly shareable content has drawn in a lot of new users. Currently, their @eterneva account has racked up 1.7 million followers and 25.8 million likes.
Their TikTok account has a uniform style, with videos that have text overlays and real people on screen. Early on, each video would get anywhere from hundreds of thousands to millions of views, with some even hitting the tens of millions. Their success on social media boils down to two main factors.
1.Using Emotions to Drive Social Media Engagement
These days, emotions are the new game-changer in marketing, and Eterneva is using social media to tap into curiosity and emotional resonance, driving viral growth.
On TikTok, Eterneva's posts usually fall into two categories. One type shows the process of making diamonds—from extracting carbon from ashes to the high-temperature treatment that forms the diamonds, or just showcasing the finished products. By pulling back the curtain on their process, they keep users intrigued and build trust with their audience.
Eterneva once posted a viral video that broke down the whole process of turning ashes into carbon powder and then into a diamond. By demystifying what was once a secretive process, this video has racked up 800,000 likes and over 3,000 comments on TikTok.
Even if people aren’t looking to buy a diamond right now, they’re often drawn to unique and intriguing things. Eterneva has succeeded on TikTok by sharing visually captivating and unusual content that sparks curiosity and interest.
Another type of content they post features real customer stories. These videos share why people choose to turn ashes into diamonds, the meaning behind these diamonds, and personal stories, including popular unboxing videos.
For a new brand, real customer feedback is gold. Emotional and touching stories are more likely to connect with people, driving organic engagement and generating buzz. That’s why these videos get so many likes and comments.
Eterneva shared a video detailing the process of turning a deceased baby’s ashes into a diamond. With its poignant music, the creator’s heartfelt reaction, and the fascinating diamond-making steps, the video struck a chord and went viral, amassing 13.6 million views.
The brand shares the diamond-making process and real customer stories on social media, mixing in content that grabs attention with heartfelt stories that resonate.
2. Celebrities and Influencers Amplify Brand Hype
Besides content marketing, Eterneva also uses celebrities and influencers to boost their brand and reach new audiences.
They partnered with NFL player Aaron Jones, who shared a video about wanting to turn his late father’s ashes into a diamond to honor his memory. Aaron’s influence helped more people learn about the brand and struck an emotional chord with many viewers.
The video has racked up 280,000 likes and 982 comments, mostly from people connecting with Aaron’s story and curious about the product. For the brand, this is solid exposure.
Alongside many existing customers and a few celebs, Eterneva also partners with niche influencers who have a specific appeal. These influencers usually have a loyal follower base and have experienced the loss of a loved one or pet.
Take Erica Shae, for example. She’s got 100,000 followers on Instagram, making her a solid mid-tier influencer. Erica is a lifestyle blogger who posts a lot about family and mental health. After her son passed away from cancer, she shared her journey on her account. Her followers know her story and support her, which made her a great fit for Eterneva.
Eterneva posted a touching photo on Instagram showing an influencer and her husband tearing up after receiving their ring. The caption shared the influencer’s heartfelt reasons for turning their child’s ashes into a ring. This honest, straightforward post really struck a chord with followers who’ve been through similar experiences. It’s got over 7,000 likes—way more than the brand’s usual numbers—and it helped change some people’s views on this type of memorial.
How Does Eterneva Tackle Public Opinion?
From the get-go, Eterneva faced a lot of controversy. Some people questioned whether turning a loved one’s or pet’s ashes into a diamond was just a sentimental gimmick rather than something the deceased would have wanted. Others doubted Eterneva's transparency about their process, suspecting they were just cashing in on people's grief.
To tackle this, Eterneva, as a DTC brand, focuses on creating genuine emotional connections with their customers. They dive deep into the stories behind the deceased loved ones or pets and involve customers in every step of the process, which helps ease their grief and sense of loss.
Eterneva also places a high value on customer involvement and experience. From sending out welcome kits and extracting carbon to customizing the diamond and final delivery, they keep customers engaged with photos and videos at each stage.
While unique brands like Eterneva often keep a low profile and build their reputation through service, Eterneva stands out by facing public scrutiny head-on. They use content marketing, social media, and influencer partnerships to boost visibility, address doubts, and create a brand image that resonates.
If you want your brand to enhance its reputation and reach like Eterneva using influencer marketing, we can help you find the right partners!
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