A Brooklyn-based art collective famous for its irreverent product drops instantly sold out of its limited-edition candy rings featuring a 75-point lab-grown diamond hidden inside.
Reminiscent of the much-beloved Ring Pop, the $350 Rock Candy ring from MSCHF (pronounced “mischief”) came in three nostalgic flavors: strawberry, green apple and blue raspberry cotton candy. And deep at the center of every Rock Candy ring was a round, lab-grown, VS-clarity, prong-set diamond mounted to a disc-shaped sterling silver base.
With only 300 units available, fans of MSCHF’s quirky products were ready to pounce on the opportunity to buy a Rock Candy ring when it became available at 2 pm EST on February 6 at the special promotional website called LickTheRock.com. The company promised to deliver the rings in time for Valentine’s Day, February 14.
Within moments of the official release, shoppers were reporting on social media that the rings were sold out.
“Every kiss begins with M,” MSCHF wrote on its Instagram page in the lead-up to February 6. “Rock Candy is a sterling silver band set with a 0.75-carat lab-grown diamond encased in seven grams of sugar. Lick The Rock; Candy melts in your mouth — diamonds are forever.”
Founded in 2016, MSCHF is a company that likes to shake things up by poking fun at societal norms and consumer capitalism. Its viral releases have spanned many product categories, including food, cologne, handbags and trading cards.
In 2023, for instance, MSCHF 3D printed a replica of a Louis Vuitton OnTheGo tote that was so small it could pass through the eye of a needle. Measuring 657 x 222 x 700 microns (less than 0.03 inches wide), the fluorescent yellowish-green bag was eventually sold at auction for $63,000.
Back in 2021, the company created a buzz with its release of “Birkinstocks” — a line of sandals intentionally misspelled to spoof the fact that they were fabricated from deconstructed Hermès Birkin bags.
Credits: Images courtesy of MSCHF.
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