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
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink DiamondThe Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.
Events & AwardsSep 04, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
Weekly QuizSep 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in NovemberNYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé SaleU.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsSep 03, 2025
These Are the Nearly 300 Claire’s Stores Set to CloseA new court filing details the locations of the stores that will close, as well as the 830 that will remain open.
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”
TrendsSep 03, 2025
Amanda’s Style File: A Perfect BirthstoneSapphire’s variety of colors make it the perfect birthstone for September.
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 SalesThe retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps DownNiccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in JapanThe three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ CollabThe collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
