Editor’s Note
Vever, the historic French jeweler, is pivoting toward sustainability by committing to use recycled natural stones in its iconic Ginkgo ring collection from October 1st. This strategic shift marks a notable departure from the lab-grown diamond trend it once exemplified, signaling evolving priorities in luxury jewelry.
The Ginkgo ring, Vever’s best-seller, will now be set with recycled natural stones.
This illustrious French house, dating back to the 19th century and relaunched four years ago by members of the seventh generation, is changing course and will use recycled natural stones starting October 1st. This is another blow to the development of lab-grown diamonds.
Since the brand’s relaunch in 2021, Vever’s example had served as an argument for proponents of synthetic diamonds. That a jeweler of this caliber, which marked the history of jewelry—particularly in the 19th and early 20th centuries—with its creativity and taste for innovation, chose to be reborn by setting its jewelry with man-made stones validated the potential of this jewelry technology. It’s safe to say the argument will now change sides: starting tomorrow morning, October 1st, the brand is making a strategic shift and replacing all its collections in its windows and on its website with models decorated with recycled natural diamonds.
It should be recalled that for several months now, the indicators have indeed not been favorable for the synthetic diamond market. The Parisian specialist Courbet was placed in judicial liquidation, as was its supplier Diam Concept (both were once supported by Chanel). Investments are also said to be declining at Lusix (a manufacturer in which LVMH has invested). For its part, the GIA, the most famous laboratory in the United States, announced it would stop its certifications for this type of stone. And last but not least, the price of these stones, made in furnaces with increasing ease, has plummeted, losing up to 90% since 2018. Vever’s decision is another card from the falling castle…
To make its big leap this October 1st, the brand has therefore worked for several months to identify and organize reliable supply sources. Vever has created a network, with the help of an expert, consisting of antique dealers who unset certain types of old jewelry that are no longer in fashion and no longer sell today, and also jewelry workshops that sometimes have dormant stock or returns of unsold items from white-label brands (i.e., unsigned).
Vever had managed not to base its positioning solely on synthetic stones. Customers who succumbed to the rebirth of this jeweler were more attracted by an ancient history and unique design. But it is not excluded that this turnaround reassures some people who are resistant to synthetic diamonds. And for customers who have bought a Vever model in recent years and would also like to change their minds, the brand commits to taking back and replacing their jewelry.
