What: The London department store will feature The Diamond Lab, a lab-grown diamond brand, in its jewelry and luxury watches department.

Why it is important: The development of lab-grown diamonds aligns with Selfridges’ efforts to become more sustainable and reinforce its luxury positioning as lab-grown stones are more ethical and gaining in popularity.

Selfridges is welcoming The Diamond Lab as the first lab-grown diamond brand to appear in its Wonder Room. The department store previously added pieces from Vrai to its online offer however, a presence in-store is a larger endorsement for lab-grown gems targeting the luxury shopper.

The in-store offer will cover three collections with prices ranging from GBP 375 to GBP 350,000. A limited-edition Yellow Diamond line will also be available featuring Selfridges’ signature color, yellow.

To celebrate, Selfridges will be inviting customers to enjoy experiences such as jewelry design workshops to create custom jewelry or design their own pieces from The Diamond Lab.

With the diamond trade facing negative publicity, lab-grown gems are growing in popularity given that they are more ethical and offer superior quality.

Selfridges links with lab-grown diamond brand in-store