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 BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
