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
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
