Astrea London, a new UK-based jewelry brand founded by Nathalie Morrison and Claire Ferrini, has launched a boutique offering lab-grown diamonds in Fairmont Windsor Park, a luxury hotel near Windsor Castle. Founded around October 2023, the brand positions itself in the high-end jewelry market, aiming to provide "the highest quality standard of lab-grown diamonds" in the industry.
The brand's co-founders bring unique backgrounds to the venture—Nathalie Morrison has extensive experience in wealth management, having worked with Hay Hill Wealth Management and Coutts & Co., while Claire Ferrini has a history in investment management and a personal interest in lab-grown diamonds stemming from a gift she received 25 years ago. Their combined experience and connections shape Astrea London’s premium positioning.
Astrea London’s offerings focus on lab-grown diamonds that are D-F in color, VS1 in clarity or higher, with GIA or IGI certification for stones above 0.25 carats. Retail prices are competitive, with a 2-carat D-color VVS1 lab-grown diamond priced around $5,000—approximately one-tenth of the cost of a comparable natural diamond. The brand has taken a unique approach by locating boutiques in luxury hotels, including locations in both the UK and France.
The move to open stores in luxury hotels reflects Astrea London’s aspiration to challenge traditional luxury norms and the perception of lab-grown diamonds as an affordable or "eco-friendly" alternative to natural stones. Instead, the brand seeks to position itself as a premium offering, targeting consumers who appreciate luxury and innovation.
Astrea London is taking a bold step by attempting to integrate lab-grown diamonds into the luxury segment, raising questions about whether such positioning can succeed amidst the prevailing discussions about price and sustainability in the diamond market. Despite uncertainties, Astrea London’s distinct approach is noteworthy, reflecting the evolving landscape of the luxury jewelry market.