Jenny Packham designs lab-grown diamond bridal collection for Helzberg

By

Sandra Halliday

Published
Feb 3, 2021

Jenny Packham has linked up with American retailer Helzberg Diamonds for an exclusive, colourless lab-grown diamond bridal collection, which the jeweller said is the first colourless lab-grown collection in its industry. 

Packham, whose high-end eveningwear has proved to be a favourite of royal influencers such as the Duchess of Cambridge, created the collection using rare platinum settings with the lab-grown diamonds. The collection is only available at select Helzberg Diamonds retail locations and on its webstore and despite the unusual circumstances as the pandemic continues this year, has been launched just in time for the Valentine’s Day engagement season.

It’s certainly an interesting launch given that lab-grown diamonds were once frowned upon by many shoppers. But they’ve become increasingly accepted in the jewellery sector in recent years. In fact, lab-grown gems make up the fastest growing category in the jewellery industry today. “In just 10 short years, lab-grown diamonds went from virtually zero customer awareness to being recognised by 80% of jewellery consumers exclusively through organic, word-of-mouth awareness,” Helzberg said, citing a new study by MVI Marketing.

It added that with most couples being on a wedding budget, it has seen “a large increase” in customers asking for them “as you can often get a larger stone for less money”.

Getting high-profile designers on board to further endorse their use is also key in increasing their acceptance.

Helzberg, which is is a company controlled by multi-billionaire investor Warren Buffett's Berkshire Hathaway, said Packham’s “glamour [and] trend-setting styles and sparkle make her collection a perfect fit”.

Meanwhile, the designer added that it’s “well known that I am attracted to sparkle — my dresses are designed to create excitement as they catch the light and dazzle. My new jewellery designs are inspired by my love of the legendary stars of the Silver Screen, the ethereal icons of the 1930s, their timeless glamour, and yet the rings look effortlessly modern.”