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Diamonds are eternal says the song but what is more precious than a diamond? The code of life – DNA tells us the Swiss chemist Robert Grass, who founded the Identity Inside project. Through this project he wants to create personalized jewelry with a sample from the DNA of the wearer or someone dear to him. The idea came from research conducted by Robert Grass for DNA preservation. He then asked himself how to expand the use of this technology: “DNA is what makes us unique and when it comes to jewelry you want it to be unique and special.”