Jewelry brand leans in to lab-grown diamonds
When Virginie Roy followed her grandfather's footsteps into the jewelry industry, she knew she wanted to do things differently.
“I am committed to setting new standards and bringing modern innovations to the next generation,” the Montreal-based entrepreneur explains. To do that, the founder of the Canadian jewelry brand Proud Diamond leans in to lab-grown gemstones.
“By embracing innovation, we are on a mission to revolutionize the creation and perception of luxury jewelry as well as the traditional diamond shopping experience, offering a comprehensive collection of exquisite and ethical pieces with fully customizable capabilities,” Roy says.
We caught up with her to learn more.
Q
For those who aren't familiar, what is Proud Diamond?
A
We are a Montreal-based jewelry brand that specializes in engagement and lifestyle jewelry using the highest-quality ethical and eco-responsible lab-grown diamonds and gemstones, set in recycled gold. Lab-grown diamonds are physically, chemically and visually identical to mined without the negative environmental and social impact. All pieces are designed and handcrafted by a team in Montreal.
Q
What makes Proud Diamond unique?
A
Until now, people wanting to buy diamonds navigated a closed and opaque industry, as traditional companies wanted it to remain so. At Proud Diamond, transparency is at the heart of our values. It goes without saying that we wish to modernize an industry that no longer suits the world that we live in.
Q
What's the price range for engagement rings from Proud Diamond?
A
The cost of our engagement rings begins at $1,600, with no upper limit. When it comes to designing your dream piece, the possibilities are endless. As a testament to our bespoke capabilities, we just sold a magnificent 22.75 carat, round cut, lab-grown diamond. Guests' desires and imagination set the boundaries for creating the perfect engagement ring.
Q
Where can people learn more?
A
If you're interested in learning more about Proud Diamond's offerings or discussing your engagement ring preferences, please visit our website, Prouddiamond.com.