After successfully disrupting the cosmetics industry, Jerrod Blandino likes to think of himself as a product innovator who has now set his company’s sights on changing the way people clean their jewelry.
With Diamond Drunk, Blandino says he and his partner Jeremy Johnson are giving consumers an effective, nontoxic jewelry-cleaning solution. With four color stories and scents, Diamond Drunk debuted in late July as a plant-based fine jewelry cleaner that is beautiful as well as safe for the planet, he says.
“I took a beauty approach when thinking about Diamond Drunk. Nothing is as close to your skin as jewelry,” Blandino says. “But jewelry cleaners haven’t been rethought of since the 1960s. I wanted to build a better product.”
Blandino and Johnson are selling Diamond Drunk under their new company, Toy Box Brands. But these aren’t two newbies to the luxury space. Previously, they founded a company called Too Faced, which they grew and eventually sold for $1.45 billion to Estee Lauder Cos. in 2016. They stepped down from Estee Lauder in 2022 to “pursue other opportunities,” they said at the time.
The name Diamond Drunk felt like a good connection between how Blandino says he feels about fine jewelry and how he wants consumers to see and use this jewelry-cleaning product. Jewelry itself is the physical manifestation of love, Blandino says, and he believes jewelry should be treated kindly and well by its wearer.
Diamond Drunk is so gentle on jewelry that consumers can even leave their pieces in the cleaning liquid overnight—something you can’t necessarily do with some jewelry cleaners, Blandino says.
“We want to present it in a romantic way so that people feel emotional about it—the same way they feel about their jewelry,” Blandino says.
The packaging is the first part of Diamond Drunk’s way of differentiating itself in the marketplace, Blandino says. Its exterior packaging looks like a jewelry box and is ideal for gift giving. For example, its baby blue box is targeted at brides as their “something blue” for the wedding, he says.
Inside, Blandino designed a sleek glass bottle to serve as the main vessel. This refillable container comes with a scented concentrated cleaning solution, which is added to the glass bottle when the consumer is ready to use it. The consumer then fills the bottle with water to complete the process.
Blandino also designed a special cage to hold jewelry like bracelets or necklaces separately from one another so they can be cleaned completely and without any risk of scratching, he says. This cage also has a patented ring hook and earring attachments for those smaller pieces.
There’s also a “crystalline coaster” or glass trivet for the container to sit on so cleaning solution doesn’t get onto the countertop, dresser, or wherever the consumer has it, Blandino says. It also comes with a loopless drying and polishing cloth, which Blandino calls his “cashmere cloud,” and a “security guard” drain cover so consumers don’t need to worry about a ring or similar piece slipping down the drain during the cleaning process.
The second part of Diamond Drunk’s plan to stand out in the marketplace is its marketing. Blandino says his product is simple to use, focuses on offering the consumer nontoxic luxury, and is a “clean science formula,” much like what people in the beauty or cosmetics space are offering to the public.
Add in that Diamond Drunk is vegan and the eco-glass bottle is 100% recyclable and reusable, and you have a standout product for the modern age, Blandino says. There is a subscription service to get refills of the jewelry-cleaning concentrate as well.
“When you’ve used it for two months at most, you can just pour [the cleaning solution] down the drain. It’s as safe as dish soap,” Blandino says.
Top: Diamond Drunk seeks to disrupt the jewelry-cleaning product world with its eco-friendly container and cleaning solution (photos courtesy of Diamond Drunk).
Follow me on Instagram and Twitter
Follow JCK on Instagram: @jckmagazine
Follow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine
