To celebrate the launch of the new Toyota C-HR in Australia, the automaker introduced an innovative campaign in partnership with celebrated Australian jewelry designer Millie Savage that saw the launch of a very unique jewelry collection. According to Toyota, the all-new C-HR’s angular design is inspired by diamonds. As a nod to this attribute, the Japanese manufacturer came up with a jewelry collection made with lab-grown diamonds created using actual parts from a Toyota C-HR. Independent agency Hero conceptualized this first-of-its-kind campaign to turn a car into a diamond.
The C-HR Diamond Collection consists of thirteen bespoke pieces, including nine rings, a necklace, a bracelet, earrings, and a grill – all designed by Millie Savage. Each piece in the collection has a bespoke name that matches a particular part or feature of the car, like the Cruise Control Ring and the Chained Up Necklace. The prices start at 1200 AUD (around $820) and go up to 4600 AUD (roughly $3,150). Some of the jewelry pieces are already sold out.
Award-winning director Michael Hill produced a cinematic film for the campaign, which captures a dramatic representation of transforming a C-HR into diamonds for the collection. The video shows a robot carefully dismantling the car to extract carbon parts and turn them into lab-grown diamonds.
Talking about the collection, Millie Savage said: “The whole concept of a car’s metamorphosis into diamonds felt like weaving two distinct worlds together, blending automotive innovation with eternal diamonds and hand-crafted jewellery. This unique transformation made the collaboration with Toyota truly inspiring.”
Millie Savage is a renowned jewlry designer based out of Melbourne, Australia. She began by making her pieces by hand in her garden shed and selling them outside shops. In a very short period, she became one of Australia’s most popular jewelry designers. Her eponymous brand has a strong fan base thanks to the unique design of its luxury jewelry pieces.
