Introduction:

For nearly two centuries, CD Peacock has been part of Chicago’s story; over the past year, it has also become part of ShapeDiver’s. Together, we’ve been developing a new generation of bridal ring configurators that connect a 19th-century heritage with 21st-century tools: Rhino, Grasshopper, ShapeDiver, and iJewel. In this interview, we talk with Kelly Jacobson, Jewelry Creative Director at CD Peacock, about how a heritage brand approaches digital customization, why this moment felt right to rethink the ring-buying process, and what it really takes to align technology with a brand rooted in craftsmanship.

Throughout the conversation, Kelly guides us through the full stack behind CD Peacock’s new “Love and Celebration” configurable collection: why Rhino continues to be the foundation of modern jewelry design, how their team simplified complex bridal designs into elegant Grasshopper systems, and how ShapeDiver and iJewel collaborate to transform those parametric models into an interactive experience. She explains why CD Peacock chose to test these configurators first inside The CD Peacock Mansion in Oakbrook, in a guided, high-touch environment, before launching a new e-commerce platform with the same UI and complete online purchasing. Along the way, she describes how each configuration is transformed into a physical ring, from CAD inspections to 3D-printed wax, to lost-wax casting, and hand-finishing by their in-house jewelers.

This interview will be especially valuable for jewelry brands, design and product leaders, and computational designers exploring serious investments in customization. If you’re responsible for CAD pipelines, parametric modeling, digital retail, or the future of client experience, you’ll gain clear, practical insights: how to use Grasshopper without disrupting manufacturing, how to make configurators feel like sitting with a designer rather than clicking through options, and how a historic brand like CD Peacock perceives personalization, technology, and craftsmanship shaping the future of fine jewelry. Let's dive in!

1. Hi Kelly, thank you for taking the time to talk to us! Could you briefly introduce yourself? What’s your background? What’s your role at CD Peacock?

I am the Jewelry Creative Director at CD Peacock and work alongside a talented team of jewelry designers and manufacturers. I started with the company in 2009. My background is rooted in fine arts, but I have always been drawn to the intersection of storytelling, craftsmanship, and beauty.

At CD Peacock, I help guide the development of our private-label collections, custom design projects, and overall creative direction; everything from design concepts and bench collaboration to visual storytelling and client experience. Our team is passionate about honoring CD Peacock’s history while also pushing the brand forward. We blend artistry with innovation to create meaningful, lasting pieces that truly reflect the people who wear them.

2. CD Peacock's roots date back to 1837. How does that heritage shape the way you design for today’s customers, and why is this the right moment to modernize the online ring-buying experience?

CD Peacock’s heritage is woven into everything we create. Our history isn’t just a story we tell - it’s a design language we build upon. The brand has been part of Chicago’s fabric for nearly two centuries, and that sense of legacy is a reminder that jewelry should always carry meaning, whether it’s a bespoke engagement ring or a new signature collection.

When we design, we think about merging tradition with innovation. For us, that means honoring craftsmanship while embracing the tools and technology that make today’s experiences more personal and intuitive. Modernizing the online ring-buying journey is part of that evolution. It allows us to meet clients where they are, while still giving them the beauty, detail, and human connection that defines CD Peacock.

This moment feels right because clients today want both the ease of digital and the soul of something handcrafted. We’re blending those worlds so that our heritage becomes a foundation for innovation, not a boundary.

3. What was the precise catalyst for investing in 3D configurators (vs. more traditional product pages and photo sets)? Was it a growth goal, a customer pain point, or a competitive gap?

At CD Peacock, we take pride in the elevated experience we’ve created in our flagship location, The Mansion at Oakbrook Center. This is a space designed to feel personal, luxurious, and inspiring. The introduction of 3D configurators was driven by the desire to translate that same unique experience into the digital realm.

Our goal isn’t simply to display jewelry online but to invite clients into the creative process. With this new 3D technology, they can explore, personalize, and visualize their piece in a way that feels immersive and human.

This also represents an exciting opportunity to lead innovation in an industry that’s still discovering how digital tools can enhance emotional connection. For us, it’s about extending our heritage of craftsmanship into the future and hopefully making custom design more accessible.

4. Who is the core buyer for configurable rings, and how do Gen Z and Millennials differ from Gen X and older generations in expectations, device use, and price sensitivity?

The younger generations are certainly more comfortable navigating the digital world, but I’d never underestimate Gen X’s ability to get exactly what they want quickly. What’s interesting is that across all generations, we’re seeing a renewed appreciation for the in-person experience.

Online tools like configurators are an entry point. They allow clients to explore, experiment, and express their taste with confidence. But more and more, both Gen Z and Millennials are discovering the magic that happens when they step into a store, feel the craftsmanship, and collaborate on a design that’s uniquely theirs.

So while digital engagement remains essential, we see it as a bridge to something deeper: helping every generation, regardless of device or budget, connect personally with their jewelry and the story behind it.

5. Why did you choose Rhino to design the ring models initially? What about Rhino’s ecosystem or workflows made it the right foundation compared with the alternatives you considered?

Rhino has been at the core of fine jewelry design for decades. The industry standard for over 20 years was Gemvision’s Matrix, which is a Rhino-based platform built specifically for jewelers. So in many ways Rhino was the natural evolution rather than a new direction.

The parametric framework inside Rhino allows for precision, flexibility, and seamless customization. This is essential for making subtle design alterations such as adjusting a stone shape or finger size without rebuilding the entire model from scratch.

In truth, there really wasn’t an alternative. Rhino’s ecosystem is deeply integrated into how modern jewelry is conceived and built, making it the right foundation for both our design process and our 3D configurator experience.

6. Why did you choose Grasshopper for the configuration logic? Which constraints (stone size, prong geometry, shank thickness, minimum tolerances) matter most to keep designs beautiful yet manufacturable?

One of the most exciting parts of this project has been uncovering how each of our bridal designs can be distilled to its purest form. Working with your team to translate complex Rhino models into simple and elegant parametric systems in Grasshopper has been eye-opening. What once required countless steps can now be defined by just a few thoughtful base curves.

Grasshopper gives us the power to embed beauty and precision at the same time. We’ve built manufacturing tolerances directly into the parameters. Behind-the-scenes details like stone spacing, prong geometry, and shank thickness ensure that what you see on screen isn’t just visually refined, but fully manufacturable.

It’s been a fascinating process of simplifying without compromise and finding that sweet spot where artistry meets engineering.

7. How is ShapeDiver contributing to this project?

The ShapeDiver Team has been an incredible partner in bringing our vision to life. The ShapeDiver platform enables us to convert the parametric models we’ve developed in Rhino and Grasshopper into an interactive, client-facing experience.

This tool is the bridge between our design studio and the customer’s screen by translating the artistry and precision of fine jewelry into a seamless, responsive digital tool. ShapeDiver’s technology makes it possible for clients to explore, personalize, and visualize their ring designs in real time, all while maintaining the design integrity and manufacturing accuracy we expect at CD Peacock.

It’s been a true collaboration between design and engineering - using innovation to make craftsmanship more accessible, without losing any of the magic that comes from creating something truly personal.

8. What rendering engine are you using for the online configurator, and why?

We’re using iJewel as our rendering engine because it was built specifically for the jewelry industry. It also gives us the flexibility to integrate our 3D configurators seamlessly into ShapeDiver’s client-friendly interface, while maintaining the precision and craftsmanship standards that define CD Peacock.

What we love about iJewel is that it understands the nuances of fine jewelry, providing gemstone data and metal pricing and understanding the way customers want to explore a design. It allows us to showcase our collections beautifully while giving clients real customization options in a clean, intuitive way.

9. Can you guide us through the different ring options/families clients can choose from in this new configurable collection?

Our configurable collection was designed to bring the essence of CD Peacock’s bridal aesthetic to life while allowing clients to personalize each detail. Within our “Love and Celebration” collection, we’ve organized the rings into three distinct families: River North, Lincoln Park, and Gold Coast, each inspired by distinct neighborhoods that define Chicago’s character.

River North is sleek and modern, reflecting the clean lines and contemporary energy of the city’s art and design district. Lincoln Park is more romantic and organic, with soft curves and nature-inspired details that capture a sense of intimacy and warmth. Gold Coast embodies timeless elegance with classic silhouettes and balanced proportions that nod to Chicago’s historic architecture and enduring sophistication.

Each collection draws subtle design cues from its namesake neighborhood, to create a tangible connection between place, design, and emotion. Together, they offer a cohesive yet customizable experience where clients can explore different styles, choose their center stone, metal, and proportions, and create a ring that feels uniquely their own.

Our goal was to make the process feel like sitting down with a designer even if you’re doing it from home. Every collection is distinct, but they all share the same DNA: craftsmanship, intentionality, and the unmistakable elegance of CD Peacock.

10. How are these rings manufactured? Can you give us a rough overview?

Each ring configured through ShapeDiver follows the same process for our in-house collections. Once a client customizes their ring through the configurator, the digital model moves into our production workflow, where every detail is reviewed by our CAD team for precision, structure, and comfort.

From there, we proceed into 3D printing a high-resolution wax model, which is then transformed into metal by lost wax casting. The pieces are then refined and finished by our incredible in-house CD Peacock jewelers. Every setting, polish, and refinement is done by hand, ensuring each ring meets our exacting standards of beauty and durability.

Manufacturing jewelry in 2025 is truly a fusion of innovation and tradition. Technology guides the blueprint, and human hands bring it to life. That combination allows us to maintain full creative control and preserve the artistry at the core of our designs.

11. Initially, these configurators will launch on your flagship store. Why was this decision made? What is the next step after this validation stage?

We chose to launch the configurators first in our flagship location, The CD Peacock Mansion, because it’s where the CD Peacock experience is at its most complete. The Mansion allows us to introduce this new technology in a guided, high-touch environment where our sales team and designers can walk clients through the customization process, gather feedback, and refine the flow in real time.

This first stage is really about validation through experience, making sure the digital tool enhances the emotional and tactile elements that make jewelry design so special. By observing how clients interact with the configurator in person, we can fine-tune both the interface and the storytelling before rolling it out online.

The next step is to expand the experience across a new e-commerce platform, so clients can enjoy the same level of creative freedom and precision wherever they connect with us. Ultimately, this pilot phase at The Mansion will ensure that when we scale, every interaction, whether in-store or online, feels equally personal, seamless, and true to CD Peacock’s exacting standards.

12. What’s the future of jewelry, especially for brands with such a heritage as CD Peacock?

The future of jewelry is personalization. For thousands of years, jewelry has symbolized meaning, emotion, and identity. That hasn’t changed. What has evolved is how we are able to invite clients into the creative process.

Technology now allows us to make customization more accessible and intuitive, empowering people to design pieces that reflect their individual stories. That’s where we see the future heading - toward experiences that merge the timelessness of fine jewelry with the interactivity of modern tools.

For a historic brand like CD Peacock, this moment is about honoring our craftsmanship while reimagining how people connect with it. The artistry will always remain at the heart, but the way we share it — through innovation, storytelling, and digital design — is what will carry our legacy forward.

- Thank you very much, Kelly. This has been very inspiring!

Thank you as well for the opportunity to share our story with your community.