Lab-GrownOct 31, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown DiamondsLab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds
“Promise by Effy” includes fashion jewelry and engagement rings.
In late December, Effy launched “Promise by Effy,” a brand dedicated to lab-grown diamond jewelry. Pieces in the collection are a mix of fashion and engagement rings, as seen here.
New York—Effy has launched a sub-brand of lab-grown diamond jewelry that will be sold at select locations.
Called “Promise by Effy,” the brand is a mix of fashion jewelry—think huggie and stud earrings, tennis bracelets and necklaces, trendy rings, classic pendants—and ready-to-wear and custom engagement rings.
In the release announcing the collection, Effy described the launch as the company “going all-in on lab-grown diamonds.”
Effy already sells lab-grown diamonds in some of its jewelry, but “Promise by Effy” is a more extensive collection and a dedicated brand for the man-made stones.
The company sees the launch of “Promise by Effy” as fulfilling two goals.
First, it said, the brand meets consumers’ increasing demand for sustainable luxury goods.
Effy said it sources the diamonds in “Promise” from “zero-emission foundries,” though it declined to share its exact sources.
It stated only that the lab-grown diamonds in the collection are “grown in factories that adhere to strict emissions and environmental regulations.”
Called “Promise by Effy,” the brand is a mix of fashion jewelry—think huggie and stud earrings, tennis bracelets and necklaces, trendy rings, classic pendants—and ready-to-wear and custom engagement rings.
In the release announcing the collection, Effy described the launch as the company “going all-in on lab-grown diamonds.”
Effy already sells lab-grown diamonds in some of its jewelry, but “Promise by Effy” is a more extensive collection and a dedicated brand for the man-made stones.
The company sees the launch of “Promise by Effy” as fulfilling two goals.
First, it said, the brand meets consumers’ increasing demand for sustainable luxury goods.
Effy said it sources the diamonds in “Promise” from “zero-emission foundries,” though it declined to share its exact sources.
It stated only that the lab-grown diamonds in the collection are “grown in factories that adhere to strict emissions and environmental regulations.”
This “Promise by Effy” beaded bangle bracelet set with a 1-carat Star-cut lab-grown diamond (Star is a cut proprietary to Effy) in 18-karat yellow gold retails for $4,550.
These drop earrings set with 2 carats total of Star-cut lab-grown diamonds retail for $4,500.
“Promise by Effy” also includes rings that feature fancy-shaped lab-grown diamonds in bezel settings that can be sold as engagement or fashion rings. Pictured are styles set with oval, pear, and emerald-cut lab-grown diamonds.
The second goal the launch fulfills is it continues the late Effy Hematian’s vision of providing diamond jewelry to consumers at accessible price points.
The jewelry in “Promise by Effy” ranges in price from $495 for a pair of 1-carat total weight round brilliant lab-grown diamond stud earrings set in 14-karat gold to $33,570 for a tennis necklace featuring nearly 30 carats of emerald-cut lab-grown diamonds.
Prices for the collection’s ready-to-ship engagement rings range from about $3,000-$10,000.
Custom “Promise by Effy” engagement rings also are available, and the brand’s website includes a ring builder.
Select styles in the “Promise by Effy” collection are available at the Effy Hematian flagship store in New York City, while the full collection is available on the “Promise by Effy” website.
The brand soon will be available at Effy stores on cruise ships.
Once it is introduced on ships, which should be in a month or two, the company said all of its lab-grown diamond jewelry will be sold through the “Promise by Effy” brand name.
The company said there are no plans to sell “Promise by Effy” via its other retail partners at this time.
More on Lab-Grown
The Latest
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
