Swarovski Jumps Into the Lab-Grown Diamond Business

Swarovski, the Austrian company famed for its signature crystals, is now selling synthetic diamonds.

A Swarovski spokesperson confirmed that the renowned jewellery brand has launched Diama, its first lab-grown diamond line, marking a shift for a company that has traditionally sold diamond simulants.

A Swarovski statement says Diama is an amalgam of Dia for diamond and Ama for love. All the diamonds are set in 18k gold, it says. “Swarovski Created Diamonds are identical to mined diamonds according to their optical, physical, and chemical properties,” it says. “They are diamonds with all of the essential qualities of a diamond, only the origin is a laboratory, not the earth.”