Prada has launched its first Eternal Gold jewelry collection featuring lab-grown diamonds. A year after introducing its fine jewelry collection, the Italian luxury brand is adding lab-grown diamonds to the mix. The high-end jewellery house is now committed to using lab-grown diamonds across all its fine jewellery collections by the end of the year.
Prada is following in the footsteps of two LVMH companies – Tag Heuer and Fred, which have both embraced grown gemstones earlier this year and made it clear – lab-grown diamonds are luxury now.
Prada’s new edition of the Eternal Gold collection uses certified recycled gold and incudes 8 jewellery pieces featuring lab-grown diamonds. Company exclusively developed own “Prada Cut,” a diamond shape mimicking the fashion house’s iconic triangle.
The Collection includes unique design neo-classical snake shape ring with diamonds for a head, heart shape earrings with a sparkly triangle, classy chokers, the degradé chain necklace with thick rings of gold studded with lab-grown diamonds that stretch around its full circumference.
Entering the laboratory-grown diamond market is part of Prada’s creative philosophy of re-imagining products through innovative materials and processes, according to company’s head of corporate social responsibility Lorenzo Bertelli.
Using lab-created diamonds allows the brand to be flexible and creative, pushing the customization to a new level, when the luxury material can be grown and tailored for the client. Lab-grown diamonds offer an unprecedented level of control that is beyond the realm of what’s possible with naturally occurring stones. It becomes possible to precisely simulate and calculate factors such as size, clarity, and color before the diamond is even grown.
Introducing the innovation and appealing to Gen Z customers allowed Prada to reach record high success, with revenue of over 4 billion Euros in 2022, which is more than a 20% increase over the previous year.
As one of the pioneers in the lab-grown diamond industry, Madestones is delighted to welcome Prada “aboard”. We believe that this pivotal step is the further evidence that lab-created diamonds are here to stay and are the new normal across all the segments, including luxury jewellery.