Why Luxury Jewellery Brands Are Embracing Lab-Grown Diamonds

For decades, the luxury jewellery world revolved around natural diamonds. They symbolised rarity, tradition, and value..and still do. But as we move into 2025, something is shifting. A growing number of luxury houses are embracing lab-grown diamonds, not as a compromise, but as a new chapter in fine jewellery. Once dismissed as “synthetic,” these stones are now making their way into high-end collections, signalling a wider change in what luxury means today and who can afford it. 

Why the shift is happening

The biggest driver is a change in consumer values. Today’s jewellery buyers (especially younger generations) care about more than sparkle. They want to know the story behind their purchase: where it comes from, how it was made, and whether it aligns with their values.

There’s also the question of accessibility. Lab-grown diamonds offer luxury at a lower entry price point, without compromising on beauty or quality. For brands, this opens the door to new customers who aspire to own fine jewellery but want pieces that feel modern, 'responsible' (although the meaning of this of course differs from person-to-person), and on trend. 

Finally, advances in technology have transformed the possibilities. With the ability to create stones in larger sizes, unusual colours, or custom cuts, lab-grown diamonds free designers from some of the constraints of natural supply. What used to be unimaginably rare can now be achieved in a lab, allowing luxury houses to experiment in bold and creative ways without significant financial risk. 

Who is leading the way

Several major players have already started to reshape the landscape. Prada’s Eternal Gold collection integrates lab-grown diamonds with recycled gold, including its own signature “Prada cut.” By putting its name behind lab-grown stones, Prada is signalling that these gems belong firmly in the realm of high fashion and luxury.

French maison Fred, part of LVMH, unveiled its Audacious Blue collection, featuring striking blue lab-grown diamonds set alongside natural stones. It’s a perfect example of how brands can use lab-grown diamonds to explore new creative directions without the limitations of rarity or price.

Other innovators like Courbet in Paris and Lark & Berry in London have gone all in, building their entire brand identities around cultured diamonds and recycled gold. Meanwhile, Swarovski has introduced a global line of fine jewellery with “Created Diamonds,” leveraging its heritage of crystal innovation to elevate lab-grown gems to a luxury level.

These examples show that lab-grown diamonds are not only being used by niche brands - they’re being championed by heritage names and design-led houses who see them as part of the future.

The challenges still ahead

Of course, this evolution hasn’t been without debate. Traditionalists argue that lab-grown diamonds lack the rarity that underpins the value of natural stones. Resale value is also a sticking point, with natural diamonds generally holding stronger long-term worth. Some luxury brands remain hesitant, concerned about diluting the exclusivity of their heritage.

There’s also the question of market dynamics. As production scales up, wholesale prices for lab-grown diamonds have been falling, creating pressure for brands to carefully position them. De Beers, once a high-profile entrant into the lab-grown space with its Lightbox brand, has recently shut it down - a sign of the ongoing tension between the mined and grown diamond markets.

The challenges still ahead

Of course, this evolution hasn’t been without debate. Tradition jewellers and industry experts argue that lab-grown diamonds lack the rarity that underpins the value of natural stones. Resale value is also a sticking point, with natural diamonds generally holding stronger long-term worth. Some luxury brands remain hesitant, concerned about diluting the exclusivity of their heritage and brand image.

There’s also the question of market dynamics. As production scales up and becomes more efficient, prices for lab-grown diamonds have been falling, creating pressure for brands to carefully position them. De Beers, once a high-profile entrant into the lab-grown space with its Lightbox brand, has recently shut it down - a sign of the ongoing tension between the mined and grown diamond markets.

Closing thoughts

Lab-grown diamonds are no longer an outsider in the jewellery world. They’ve moved from a niche alternative to a central part of luxury’s evolution. By embracing them, brands like Prada, Fred, and Swarovski are proving that luxury can be innovative and accessible - without losing its sparkle.

At The Jewel Curation, we see this as an interesting moment in jewellery history. The meaning of luxury is expanding, and lab-grown diamonds are right at the heart of it - whether traditionalists like it or not. 

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