Our mission is to make fine jewelry affordable to anyone.

We offer sustainable gemstones in pure platinum or gold at the best price on the market, for most memorable moments of your life.

No Mining = Eco

Our gemstones are sustainably grown aboveground. Trully Sustainable (not depleting a natural resource). Avoiding the vast human & environmental toll of mining means: No conflicts funded. No land displaced. No wildlife displaced. No animals harmed. No ground water polluted. No local communities displaced.

Our gemstone production is 100% hydropowered, meaning zero emissions. Our advanced technology notably uses less energy than industrial mining. And the energy we use is green energy.

No Cartel Pricing

Our gemstones are priced based on the market whereas mined diamond supply is an oligopoly using cartel pricing. Cartel pricing is why mined diamonds cost more and in the past could appear as a store of value.

REAL Diamonds

“They are real diamonds. They have the same optical, chemical, thermal, and physical features.”
Matthew Hall, Director, Gemological Institute of America (GIA).

“Manmade diamonds are diamonds.”
Federal Trade Commission, August 2018.

"Mined diamonds are a gift of nature whereas man-made diamonds are a gift of human wisdom.”
Shanghai Diamond Exchange’s President Qiang Lin.

Rare

Large gemstones are rare. Small ones are plenty. Whether mined or made. Finding or creating diamonds or brilliant moissanite larger than 0.8 carat is extremely difficult and takes a lot of investment.

Fewer than 3% of all gemstones worldwide are man-made. Less than 0.1% are 1 carat or more.

Each Unique

Each gemstone forms in its own way, with one-of-a-kind inclusions and unique growth patterns. No two gemstones are alike. Each is unique to the core. Our lab grown diamonds are certified with their unique gemological ID.

Masterfully cut

We cut our gemstones to perfect proportions to reveal a superior, striking diamond. It is the quality of the cut that delivers the much-desired brilliance of a diamond. Our cutting studios and polishing workshops are full of artisans and craftsmen. Our stones are inspected more than 1,300 times from rough stone to finished ring. Fewer than 1% of all gemstones on the market meet this high standard of quality.

LEONARDO DICAPRIO

”I'm proud to invest in lab-grown diamonds - sustainably growing diamond without human & environmental toll of mining.“
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