Selfridges London has struck an agreement with The Diamond Lab that will see it become the first lab-grown diamond brand featured in its Wonder Room.
The iconic retailer will showcase loose lab-grown diamonds and jewellery creations across three collections retailing between £375 and £350,000, including a limited-edition Selfridges Yellow Diamond line.
Customers will also be invited to join jewellery design workshops so they can create custom LAB100 jewellery from The Diamond Lab with intention to create a bond with its customers.
The partnership will see the launch of a brand-new service that allows customers’ own designs to be digitally drawn whilst they shop.
The journey from consultation to final design can be done within two hours at no charge, with jewellery ready for collection within a week.
Jamie Amelia Patel, founder and creator of The Diamond Lab, said its sustainable and affordable diamonds offer customers a “guilt-free” way to indulge in fine jewellery.
“The Diamond Lab is shaking up the traditional norms of the luxury industry by deeply understanding the demands of upcoming luxury consumers and we aim to cultivate a space that encourages significant dialogues on humankind diamonds and the future of eco luxury,” she commented.
The partnership between Selfridges and The Diamond Lab has been born out of the retailer wanting to offer a unique and sustainable option of diamonds to its ever-growing base of eco-conscious shoppers.
Patel added: “Not only am I eager to start discussions about diamonds, but I am also passionate to educate new clients on the process of seed to diamond. I have over 18 years of expertise in the jewellery industry, and I look forward to sharing my experience within the eco-system we have created here at The Diamond Lab.”
All collections from The Diamond Lab will be available at the Selfridges London store, the limited-edition Selfridges Yellow Diamond range also available on selfridges.com.
The selection of yellow grown diamond gemstones will come in sizes ranging from 0.50 to 1.00 carat, with a variety of fancy cuts, set in bracelets, necklaces and anklets.
