Editor’s Note
As lab-grown diamonds gain prominence in the jewelry market, we examine their evolving role and how they are carving out a space alongside natural diamonds.
While lab-grown diamonds continue to grow in the jewelry sector, the latest brand to bet on this stone is Tous. We review how this diamond has performed in recent times to understand if its reality is closer to expectations, thus coexisting with natural diamonds.
The lab-grown diamond industry continues to be a protagonist; a diamond, created in a laboratory, that divided the jewelry sector, leading to a long debate but which, little by little, is finding its place. The latest brand that has decided to bet on lab-grown diamonds is the Catalan brand Tous.
If we take a brief look at how the lab-grown diamond market has behaved in recent times, we find new brands that work exclusively with this stone, luxury companies that invest in this type of diamond, or “traditional” brands that decide to involve lab-grown diamonds in their collections.
Let’s summarize.
Mimoke was one of the first ethical high jewelry brands in Spain and was born with the goal of “offering consumers a more responsible and ethical alternative, something we believe is also very related to the current lifestyle. We focus on engagement rings designed for a target audience, aged between 30 and 40, which represents a new generation, one that is beginning to be more aware of what happens on the planet, demanding more responsible use and one that does not understand labels or prejudices; that’s why our target does not differentiate between genders, we want to be participants in the moments we focus on engagement rings (we believe in diversity).” In its day, Sergio Murcia, CEO of Mimoke, told Grupo Duplex that:
In March 2021, RÊVER landed in the jewelry sector through Daniela N. (1991) and Marta P. (1992) with the goal of creating much more than a brand.
The pandemic has focused attention on sustainability, social responsibility, irresponsible practices… With the new scenario, “we saw the opportunity to turn around a traditional sector by creating a digital native brand with a purpose.” Therefore, this new jewelry brand is aimed at consumers who are digital natives, who like fashion and are committed to sustainability… consumers who are disconnected from the sector because it has not known how to adapt to their current needs. And consumers who bet on lab-grown diamonds.
At last year’s edition of Watches & Wonders, TAG Heuer surprised with the first watch designed with lab-grown diamonds. A launch that marked an important milestone in the more than 160-year history of TAG Heuer and the watch industry in general. And also last year, the French luxury conglomerate LVMH announced that it was taking a stake in Lusix, an Israeli lab-grown diamond company, betting on the lab-grown diamond industry.
In 2020, we witnessed the first store in Spain, and one of the first in Europe, dedicated exclusively to the sale of lab-grown diamond jewelry and recycled gold, located in Barcelona. Accent Created Diamonds, founded by gemologists Carles Tubella and Alex Riu, opened this store at 17 Petritxol Street, in the heart of Barcelona’s Gothic Quarter.
Even back in 2017, Atelier Swarovski announced its first high jewelry collection made with diamonds created by the brand, thus embracing sustainable luxury.
Now it’s Tous’s turn, which has just launched its first-ever collection designed with lab-grown diamonds. A small collection consisting of pieces of gold with 0.15-carat blue and colorless lab-grown diamonds and which will only be available in some selected stores in Spain. The brand thus bets on innovation in the jewelry sector and on a material that is arousing great interest among new generations; considering the brand’s rebranding, with the aim of approaching another target, this collection can be a move in the same line. Will the lab-grown diamond be the new favorite of the younger generation?