The jewelry industry is witnessing a cultural pivot — and it’s being led not by scientists, but by artists, icons, and risk-takers.
In just one month, John Hardy, Ray Griffiths, and Astrea London—three very different names in jewelry—each made major announcements embracing lab-grown diamonds. The result? A growing sense that the “lab-grown vs. natural” debate isn’t about legitimacy anymore—it’s about creativity, accessibility, and the next wave of self-expression.
🎸 John Hardy x Billie Eilish: The Rebel Love Story
For its 50th anniversary, John Hardy launched its first-ever lab-grown diamond collection, JH Lovestruck, in collaboration with Billie Eilish and Finneas O’Connell.
John Hardy’s JH Lovestruck lab-grown diamond collection, designed for women and men, includes a 1.25 ct. ring, the Heishi necklace, and a link necklace.
“Traditionally, diamonds are cut for value,” said creative chairman Reed Krakoff. “We wanted to rethink that — to design stones that feel alive and individual.”
The collection’s single-stone designs are a nod to imperfection as identity. It’s minimalist, gender-fluid, and fiercely sustainable — everything the Eilish brand represents. As Krakoff puts it: “I never considered any other way of approaching a diamond collection than lab-grown.”
🪩 Ray Griffiths: Glamour Without Apology
For New York’s Ray Griffiths, adopting lab-grown diamonds is less a rebellion and more a revelation. Known for his “Crownwork” and architectural precision, the Australian-born designer compares the lab-grown revolution to Uber vs. taxis: inevitable.
Carved Laguna Agate Earrings With Diamond Trio Tops in 18k yellow gold and 3 cts. t.w. lab-grown diamonds, $8,470; Ray Griffiths Fine Jewelry
“You’ve got to move with the times,” he says. “It’s about the glamour—you get the look, the light, the luxury, without needing to break the bank.”
His new carved Laguna agate earrings, framed in 18k gold and three carats of lab-grown diamonds, embody that shift—old-world craftsmanship meeting new-world conscience.
👑 Sarah Jessica Parker x Astrea London: From Style Icon to Diamond Powerhouse
The biggest statement, though, might come from Astrea London, founded in 2023 by Nathalie Morrison. Her latest move: naming Sarah Jessica Parker as global creative director and founding partner.
Sarah Jessica Parker and Nathalie Morrison are the faces of lab-grown diamond brand Astrea London.
Astrea’s mission is unapologetically bold: make lab-grown luxury aspirational. “It’s coming—you can’t stop it,” Morrison says. “Today, it’s 20% of the market. A diamond is a diamond, no matter how it’s made.”
Parker agreed—on the condition she could design, not just endorse. “I want to be more than an ambassador,” she told Morrison. “I want to create.” Their first 12-piece collection will debut before the holidays, filmed in New York this November.
Astrea’s message is clear: lab-grown isn’t imitation—it’s innovation.
💎 Explore AIDI’s Lab-Grown Diamond Report 2025 — uncover the designers, brands, and cultural shifts redefining what “real” luxury means in the new jewelry era.