Adelle Archer is the co-founder and CEO of Eterneva Inc., which uses human ashes as part of the process of creating synthetic diamonds. Archer grew her business with experiential marketing, involving customers in the journey of converting ashes to diamonds. She faced bad publicity but worked to establish Eterneva's legitimacy in the diamond industry and leveraged transparency and experiential marketing to grow the company. The case considers why consumers would be interested in converting ashes to diamonds and looks at how Archer intends to lead the grief wellness market and grow in the industry
