The Astor Collection reflects our relentless pursuit of excellence—exceptional diamonds cut and polished to perfection.

Previously, Astor had been a BN sub-brand whose story was defined by technical classifications. Expertly crafted with relentless precision and skill to achieve an ideal cut grade by GIA and very high triple ratings for light performance from GemEX - only .001% of diamonds on earth are eligible to become an Astor. We wanted to shape this story - instead, making it an unrivaled line of fine, high-end jewelry. A compliment to the Blue Nile brand.

This process began with a full analysis of the current identity, assets, and story as it stood; as well as competitors. We took our learnings to stakeholders and provided them with our recommendations. Over the course of a year, creating the identity you see below.