It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Amazon Now Selling Lab-Grown Colored Diamond Line
House of Eléonore is a Dutch brand, and its “Paradise” collection consists of jewelry set with synthetics in shades like pink and blue.

Seattle--Amazon.com Inc. now is carrying a line of lab-grown colored diamond jewelry from an Amsterdam-based company partly owned by Royal Asscher.
House of Eléonore is a joint venture among Dutch entrepreneur Bernd Damme, Royal Asscher and a few smaller shareholders. Its headquarters are located in the same building as Royal Asscher, a 162-year-old family-owned diamond company that still holds claim to cleaving the biggest diamond ever found. (Joseph Asscher cut the 3,106-carat Cullinan in 1908.)
House of Eléonore’s “Paradise” collection launched on Amazon earlier this month and currently consists of 29 pieces set with lab-grown blue, pink, yellow or orange diamonds in 18-karat Fairtrade gold. Retail prices range from $550 to $9,990.
Damme said that selling colored diamonds--which are rare and expensive in their natural form--that are lab grown on a platform like Amazon makes “a full range of colorful stones … available to a wider audience at a lower price point.”
Royal Asscher has experimented with fashion jewelry set with lab-grown colored diamonds before; in 2013, the company introduced a line called “Rebel Chique” that was sold online only. That collection is no longer being manufactured.
In addition to Paradise, Amazon sells House of Eléonore jewelry set with mined diamonds, though Damme said that going forward in developing collections for Amazon, they will focus more and more on laboratory-created diamonds.
He also said that while Amazon already carries some non-branded jewelry set with lab-grown diamonds, this is the first time to their knowledge that the e-tailer has sold a brand focused on lab-grown diamonds. Amazon did not respond when asked to verify this claim.
The Latest

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Her new role is director of strategic initiatives.


The entrepreneur and “Shark Tank” star will share his top tips for success.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.

The 3,300-square foot location is the jeweler's largest store in North America.

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.