General News
10 September, 2024
Gem of an idea
Diamonds are traditionally a girl's best friend - and now they're close to the hearts of Toyota devotees of both genders thanks to a new creative campaign.
To celebrate the launch of the all-new Toyota C-HR, Toyota has partnered with Australian jewellery designer Millie Savage and diamond manufacturer Heart in Diamond to create a capsule collection of unique jewellery made from parts of the new vehicle.
The sharp-edged exterior styling of the C-HR was inspired by a cut diamond and now it’s literally become one in a world-first diamond collection created from the car itself - a collection that allows proud vehicle owners to make a statement.
Ms Savage has succeeded in turning parts of what was once a Toyota C-HR into a stunning and bold collection consisting of nine rings, a necklace, a bracelet, a pair of earrings and, in true Millie Savage fashion, a tooth grill.
The one-of-a-kind lab-grown diamonds have been crafted specifically using carbon extracted from components of a pre-production C-HR and took just under four weeks to produce.
Toyota Australia chief marketing officer Vin Naidoo said this was an exciting opportunity for Toyota to be a part of something unique and innovative.
“This is an incredibly exciting moment for Toyota Australia, working with Heart in Diamonds and Millie Savage to create this world-first collection using carbon sourced from the new C-HR - it's something we're very proud to be involved in,” Mr Naidoo said.
“The opportunity to collaborate with one of Melbourne’s best-known independent jewellery designers in Millie is a special opportunity for Toyota Australia.
“Millie’s capsule collection is a chance for us to learn from and connect with local creatives and showcase how inspiration and creativity can be derived from anywhere.”
Ms Savage, who began her career by handmaking pieces in her garden shed and who now has stores in Melbourne, Moorooduc and London, said that when she saw the brief from Toyota she was immediately inspired.
“The concept of transforming something mechanical into something organic was a major inspiration,” she said.
“I focused on the sleek lines and innovative design of the Toyota C-HR, infusing these elements into the jewellery pieces.
"The final products are bold yet refined, reflecting both the car's contemporary aesthetic and my own style.”
Ms Savage said she believed in using ethically sourced, high-quality materials and had a true love for jewellery making, ensuring a high level of craftsmanship.
The Toyota and Millie Savage jewellery collaboration is on sale at www.milliesavage.com/collections/limited-edition-2024.
The Toyota C-HR is available in three variants with a choice of two new-generation hybrid powertrains and features a range of new technologies for safety, comfort and convenience.