Signet ramps up lab-grown diamond jewellery offer


Jewellery giant Signet has invested further in lab-grown diamonds with a roll out of new products in its US bricks-and-mortar chains.

Signet entered the lab-grown diamond market earlier this year with sales of products adorned with created stones on its e-tail platform, James Allen.

Now Kay Jewelers and Jared have introduced lab-created products to their portfolios.

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Both websites showcase lab-grown diamonds, with Kay Jewelers promoting a line called Modern Creation, and Jared adding the option to its bespoke-focused ‘Chosen’ collection.

Signet spokesperson, David Bouffard, has told JCK magazine that Modern Creation is currently being tested at five Kay Jewelers stores in Florida but is currently only available to view online.

Modern Creation is available to view online and buy in selected trial stores.

Lab-grown diamonds can be purchased from selected Jared boutiques and online.

Kay Jewelers describes the offer as “a bigger, bolder look for the same price”, while Jared assured customers: “Through the marvels of science and technology, lab-created diamonds exhibit the same chemical, optical and physical properties as natural diamonds — the only differences are where they come from and how long they take to form.”

Signet’s CEO has made no secret of the fact she has her eye on the lab-grown diamond market.

The jewellery giant has long offered lab-created gemstones, and has openly admitted it will move into lab-grown diamonds if demand allows.

While demand is clearly evidence in the US market, time will tell if this will move over to the firm’s Ernest Jones and H Samuel stores in the UK.

Tags : Ernest JonesH Samuellab grown diamondslab-grown diamond jewellerySignet

The author Stacey Hailes

Editor, Professional Jeweller

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