市场聚焦 JNA LAB-GROWN DIAMOND SPECIAL 2022 | 33 and objectivity. With the rapid growth of the lab-grown diamond market, strengthening IGDA has become a necessity. With this international leadership committee, we aim to disseminate effective tools for the industry and clear messages for consumers.” Hong Kong jeweller Chow Sang Sang Group has meanwhile has created an e-commerce site to sell branded lab-grown diamond jewellery direct to consumers. Run as a separate entity from the Chow Sang Sang network, The Future Rocks platform features lab-grown diamond jewellery brands from the US, the UK, Israel and Japan, among others. Brand expansions The LGD space comfortably accommodates brands – both established players expanding into lab-grown diamonds and dedicated specialists that weave engaging brand narratives that are centred on modern romances and sustainability. Pandora introduced a lab-grown diamond jewellery collection in the UK in May 2021 after announcing that it would no longer use mined diamonds in its pieces. With a reimagined infinity symbol as its main motif, Pandora Brilliance comprises rings, bangles, necklaces and earrings, each with a single lab-grown diamond hand-set in silver, yellow or white gold. In Pandora’s teleconference on its Q1 2022 results in early May, CEO Alexander Lacik said the brand would expand Pandora Brilliance’s geographical footprint later in the year. “We have continued to play around with the model, in the UK in particular, focusing on visual merchandising, distribution and assortment variations. The learnings are very valuable as we get ready for further market entries,” he disclosed. LGDs also prove an effective vehicle for jewellery brand rebirths, particularly in France. Vever and Oscar Massin are but two French heritage jewellery brands that have resurfaced with sustainable credentials, notably lab-grown diamonds and recycled precious metals. Vever relaunched last year after a 40-year hiatus with Art Nouveau-inspired pieces, while Oscar Massin applies the famed jeweller’s design techniques and motifs to modern styles. For its part, Lightbox launched in 2018, offering jewellery with pink, blue and colourless lab-grown diamonds priced at US$800 per carat plus US$100 for silver setting and US$200 for 10-karat gold. Today, its portfolio includes larger stones, jewellery with betterquality LGDs and even loose stones. In August 2021, the brand started providing its pink, blue and colourless LGDs in sizes up to 2 carats. Following its standard pricing structure, a 2-carat pendant costs US$1,600 plus the cost of the setting. Finest, its premium line, consists of 18-karat gold jewellery with VVS lab-grown diamonds in D-E-F colours made through a proprietary diamond engineering process. Finest stones are priced at US$1,500 per carat plus setting cost. Lightbox Loose Stones sells the brand’s lab-grown diamonds at US$200 per quarter-carat, while the brand’s latest collection, Bezel, offers an additional design option. Nick Smart, Lightbox’s commercial director, said, “From listening to our customers, we knew they were interested in larger carat weights and higher-quality stone offerings. It is really about choice and giving the consumer what they want. For instance, loose stones opened up a new purchasing category and enabled consumers to get creative and experiment with design at an affordable price point.” Market segments Smart believes the best opportunity for lab-grown diamonds lies in the less-than-US$2,000 fashion space, which plays to the strength of the product. “Consumers are now more educated about lab-grown diamonds, and we continue to see strong demand across a variety of segments. Whether it is self-purchase, a repeat purchase or an everyday occasion purchase, shoppers want high-quality, transparent and accessible prices and beautifully designed lab-grown diamond jewellery,” said Smart. Wedding-related jewellery is showing much promise as well, according to Chatelain. Since larger lab-grown diamonds are now available, consumers are increasingly considering LGDs for their engagement rings thereby driving up demand. 'Bezel' jewellery by Lightbox Lightbox的Bezel系列首饰
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