Selfridges takes on Carat* in London store

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Department store plans to roll it out to Birmingham and Manchester.

Selfridges has taken stock of man-made gemstone jewellery brand Carat*.

The brand entered the London branch of the department store at the end of January and will be sold at Selfridges at the Trafford Centre in Manchester and Birmingham from April 15.

The brand has developed a celebrity following with the likes of Lisa Snowdon, Michelle Williams, the cast of Gossip Girl, Ankie Beilke and Vivian Chow wearing the jewellery brand.

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Carat* is positioning itself as an ethical alternative to diamonds as the jewellery gives a diamond look without the ethical complications of a mining process. Carat* sets its synthetic diamonds in precious metals only. Each piece is hand assembled by craftsmen specialising in skills such as micro setting pave, burnishing and simple prong work.

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