British jewellery brand Astrid & Miyu has entered the lab-grown diamond jewellery market with what could be the most accessible offer in the UK.
The debut lab-grown diamond line comprises twenty delicate designs, including earrings, rings and necklaces.
Crafted in sterling silver and 18ct gold plate, pieces retail at under £100.
Astrid & Miyu is marketing the range as being made entirely from “conflict free and ethically sourced lab-grown diamonds”.
A lot of effort has been put into educating the consumer on lab-grown diamonds and how the brand believes they are a more ethical option.
In its content titled, ‘Shine Bright Like an (ethical) Diamond’, Astrid & Miyu states: “Our latest collection – the Diamond collection is all made with lab-grown diamonds (CVD). Designed with a vision of beautiful sustainable jewellery, a collection of 20 delicate pieces was created.
“We believe that lab grown diamonds are the way forward, they not only signify a step forward in technology but growth in the market that we haven’t seen for hundreds of years. Lab created diamonds, also known as conflict free diamonds shouldn’t be thought as fake or not real – they are very much as real as their counterpart, and just as magnificent.”
The content also goes into details on the ethical and environmental issues surrounding natural diamonds, alongside detailing the benefits of lab-created stones and telling the consumer how man-made stones are made.
“We are aiming to be more sustainable as a brand and this collection is a major step in the initiative,” says Astrid & Miyu founder, Connie Nam on the new line. “I love all the dainty ear pieces in this collection. They are so fine and delicate and easy to wear, so I will be stacking all of them together.”
Over the next 12 months Astrid & Miyu hopes to make more moves to become sustainable.
As another step forward the firm has vowed to reuse all its jewellery boxes and make its packaging 100% recyclable or made from recycled materials in 2020.