Swarovski has officially unveiled its exquisite collection of lab-grown diamonds in the UAE, aptly named ‘Created Diamonds.’ Exclusively available at their flagship store in the Dubai Mall, this collection is the only one of its kind in the entire region. Following their successful launches in the US, China, and Japan, Swarovski now introduces a captivating 19-piece collection that includes elegant necklaces, earrings, and bracelets.
Crafted with 100% renewable energy and recycled materials, these lab-grown diamonds boast unparalleled quality. Inspired by the birth of the cosmos, this collection reflects a new dimension for the universe of Swarovski, as envisioned by Global Creative Director Giovanna Engelbert. To delve deeper into this exciting launch, BURO spoke with Swarovski’s General Manager, Nasr Sleiman.
HOW WOULD YOU DESCRIBE THE CURRENT MARKET POSITION OF LAB-GROWN DIAMONDS COMPARED TO MINED DIAMONDS?
Lab-grown diamonds are gaining popularity in the UAE and has been steadily growing as
consumer tastes evolve. It appeal to a growing segment of consumers who prioritize
environmental sustainability and ethical sourcing, particularly younger generations who are
driving the demand for conscious luxury.
While mined diamonds have a long-standing history and association with natural rarity, lab
grown diamonds offer an innovative, responsible alternative without compromising on the
beauty and quality of the product.
WHAT TRENDS HAVE YOU OBSERVED IN CONSUMER PREFERENCES TOWARDS LAB-GROWN DIAMONDS IN RECENT YEARS?
I have noticed the shift and increased demand for ethical and sustainable products in the
Middle East region and specifically in the UAE. This trend has been adopted by the eco
conscious buyers who are concerned about ethical sourcing. The evolving mindset of the millennials and GenZ’s prioritize sustainability, transparency, and social responsibility.
CAN YOU ELABORATE ON SWAROVSKI’S CURRENT INVOLVEMENT WITH LAB-GROWN DIAMONDS AND ANY RECENT DEVELOPMENTS IN THIS AREA?
The lab grown diamonds adorning Swarovski Created Diamonds jewelry are made using an
innovative process that flawlessly replicates nature, resulting in a diamond that is
indistinguishable from a mined diamond in all chemical, physical, and optical attributes.
Intensely bright and masterfully cut, each diamond is placed in fine jewelry settings to create
captivating designs that shine with everlasting radiance.
Swarovski Created Diamonds offer new possibilities in man-made diamonds. Our expertise in
technology developed over 130 years means we can bring customers top-quality, 100%
diamonds that are made inside a laboratory.
In recent years, Swarovski has significantly expanded its involvement in lab-grown diamonds,
including the major milestone for the brand at the 2024 Met Gala. As one of the most prestigious
and influential fashion events, the Met Gala provided Swarovski with a prime platform to
showcase its commitment to sustainable luxury. Swarovski dressed some of the biggest models
of our decade, including Anok Yai, who wore a stunning one-of-a-kind piece featuring 1,050 lab
grown Swarovski Created Diamonds in seven distinct cuts. This really highilghted the brand’s
growing expertise in the lab-grown diamond sector, and solidified it’s position as a trusted
leader in the industry.
HOW DOES SWAROVSKI DIFFERENTIATE ITS LAB-GROWN DIAMOND OFFERINGS FROM THOSE OF COMPETITORS?
Swarovski uses only high quality laboratory grown diamonds in its diamond jewelry collection.
Swarovski Created Diamond jewelry is graded by the International Gemological Institute (IGI)
according to the 4Cs of diamond grading. These are the globally accepted standards used to
assess the quality of diamonds. The 4Cs are color , clarity, cut and carat. This guarantees the
quality of both mined AND laboratory grown diamonds. Every single one of our laboratory grown
diamonds is evaluated by the independent IGI to ensure excellence and to guarantee that
Swarovski Created Diamonds meet the 4C standards. Our key collection – The Galaxy and
Eternity Collection are created with 100% renewable energy across the entire process of
growing, cutting, and polishing laboratory grown diamonds as well as the production of the
jewelry pieces.
HOW DO YOU ANTICIPATE ADVANCEMENTS IN TECHNOLOGY WILL IMPACT THE PRODUCTION AND QUALITY OF LAB-GROWN DIAMONDS?
Technological advancements are set to positvely influence the lab-grown diamond market by
improving production speed, quality control, and sustainability. These innovations will lead to
clearer, larger diamonds with greener production methods, making them more appealing to
both luxury buyers and industries beyond jewelry.
WHAT STEPS IS SWAROVSKI TAKING TO EDUCATE CONSUMERS ABOUT THE BENEFITS AND VALUE OF LAB-GROWN DIAMONDS?
Swarovski has been actively educating consumers about lab-grown diamonds through multiple
channels with openness and transparency. Our marketing campaigns emphasize the
environmental benefits, while informative in-store displays and well-trained staff effectively
communicate the value of these Created Diamonds. The Swarovski website offers
comprehensive details on the creation process and sustainability of lab-grown diamonds.
Additionally, social media campaigns, celebrity endorsements, influencer events, and VIP
showcases feature our collections, with IGI experts on hand to provide insights.
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