You may have of Eterneva from their viral Shark Tank episode. Co-founder Adelle Archer stepped on stage with her unique business proposition: turn the ashes of loved ones into memorial diamonds. The sharks loved it, with Mark Cuban quickly investing.
Since Shark Tank, Eterneva raised another $10 million in Series A funding, with Mark Cuban participating as an investor. She’s worked with top talent like Tony Robins, high-profile athletes like Aaron Jones, and Hollywood celebrities. We wanted to learn how Adelle did it.
Tragedy as Fuel: The Birth of Eterneva
Adelle Archer started her entrepreneurial journey with memorial diamonds. e Before Eterneva, she ran a lab-grown diamond company with her husband and co-founder, Garrett.
Everything changed when her friend and mentor, Tracy, received a terminal diagnosis of pancreatic cancer. Tracy’s life and friendship had a profound impact on Archer, and she became one of Tracy’s primary caregivers in her final months.
“Tracy didn’t have much family,” Archer explains, “so it was her best friend and I who became her support system. We would talk about her legacy and how she wanted to be remembered. She wanted to be cremated, but beyond that, she wasn’t sure what to do.”
That’s when a fellow diamond scientist mentioned the presence of carbon in ashes. A lightbulb went off in Adelle’s head. What if she could turn Tracy’s ashes into a diamond? Diamonds are the hardest substance on earth, with no expiration. Tracy could be memorialized… forever.
“That thought blew my mind,” Archer says. “Tracy was an incredible person; it just felt like the perfect way to honor her.”
Adelle’s first memorial diamond was created from Tracy’s ashes. Archer still wears Tracy’s black diamond daily, carrying Tracey’s legacy with her.
Adelle pivoted her diamond business from focusing on lab-grown diamonds, to memorial diamonds. Her mission became helping change the way society views death and grief, focusing on legacy and impact on the lives of those around the ones lost. Etereneva was born.
Personalization, Transparency, and Trust
Eterneva wasn’t the first memorial diamond company on the market. But Adelle was far from impressed with the existing offerings.
“When I tried to engage with companies that offered memorial diamonds, they didn’t ask me anything about Tracy—not her name, not her story, not my connection to her. It felt so impersonal, almost clinical,” Adelle says.
Adelle was shocked by the lack of personalization and transparency in the industry. She decided to do the opposite at Eterneva, cultivating deeply personal experiences for clients.
“We committed to showing every step of the process so families could feel connected to the journey,” she explains. Clients receive videos and updates at each stage of the diamond’s creation, making the process something they can actively engage with. Adelle adds, “It wasn’t just about giving them peace of mind; we wanted to create an experience that felt like a celebration of life.”
Redefining Grief Culture and Creating Conversations
Eterneva’s vision isn’t limited to diamonds. Adelle wants to shift how people think about loss and grief, opening doors to conversations that have long been avoided or seen as taboo. “We’re helping people to celebrate life in a way that makes grief more approachable and even beautiful,” she says.
Eterneva’s mission is bigger than diamonds. Eterneva has been called a pioneer in “death tech,” a new field focused on transforming the end-of-life experience. Eterneva’s vision is to change how we relate to death by focusing on legacy and meaningful connections–as opposed to silence and shame.
“We tell the incredible stories behind each diamond, and that’s what resonates with people. They see someone else’s journey through loss, and it becomes easier to think about their own,” Adelle says.
Social media has been a game changer for Adellebeen instrumental in this effort. From her Shark Tank clip going viral to videos of celebrity clients recieving their diamonds, Eterneva seems to be on everyone’s social media feeds. Eterneva has gained a following of millions across multiple platforms. Their content has nearly 500 million views—all organic.
Working with Athletes
Archer’s commitment to shifting grief culture has resonated with top public figures and celebrities. One of Eterneva’s most impactful collaborations has been with NFL player Aaron Jones, whose father’s memory lives on in an Eterneva diamond. Jones shared this story with his fans and followers, creating a wave of conversation about grief and memory.
“We delivered the diamond to Aaron at a gala for his foundation, with his whole family and community there. It was one of the most emotional moments I’ve witnessed,” says Archer. Since then, Jones has become an advocate for Eterneva’s work, helping to raise awareness and support for others who are navigating loss.
High-profile collaborations with figures like Tony Robbins and Mark Cuban have helped Eterneva reach millions of people. It’s a great example of the power of networking (something that athletes have access to by virtue of plating professionally).
“These partnerships help destigmatize grief,” Archer explains. “When people see public figures honoring loved ones in this way, it encourages them to embrace their own stories and memories.”
Adelle’s Vision for Eterneva
Adelle sees Eterneva’s role as bridging the gap between remembrance and everyday life. “We’re not just focused on end-of-life; we’re creating meaningful mementos for all life’s celebrations,” she explains. “We’re working on ways to create diamonds from hair, grass from important sports events, or even a favorite jersey. Imagine being able to carry a piece of an important moment with you forever.”
Archer’s calculated approach to the business side of Eterneva has set it up for long-term success. “This industry is universal—everyone experiences loss, and everyone deserves a way to honor that,” she says. She envisions Eterneva becoming a staple in the end-of-life space, reshaping not only the products available but also the very language and rituals around loss and remembrance.
A Message to Aspiring Entrepreneurs
When asked what advice she would give to entrepreneurs, especially those considering a purpose-driven venture, Adelle emphasizes market research. “Don’t jump in without really evaluating the business model. Look ahead at potential risks, barriers to entry, and future growth. If you’re going to invest years of your life in something, make sure it’s the right path,” she says.
Eterneva’s future
With a growing community, powerful partnerships, and innovative technology on the horizon, Eterneva’s journey is just beginning. Adelle’s work has already touched countless lives and reshaped how we view grief, but her vision goes even further. As she says, “We’re not just creating diamonds. We’re creating meaning, memories, and moments that last lifetimes.”
Eterneva is poised to change how we remember, celebrate, and honor our loved ones, not just today but for generations to come. As the end-of-life industry continues to evolve, Archer’s company stands as a beacon of innovation and empathy in a field that, until now, has often overlooked the human connection at its core.
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