Affordable, artisanal and on trend
WHAT’S the deal with coloured diamonds, and what makes certain colours special? According to the world’s leading diamond experts and enthusiasts, there aren’t many pure and natural coloured diamonds in existence.
Finding pink and blue diamond variations, for example, is difficult because 90% of pink diamonds come from the Argyle Diamond mine in Australia, while blue diamonds are found only in two mines – the Argyle diamond mine and the Cullinan diamond mine in South Africa.
The Golkonda region of India is also a mining and production centre for blue diamonds, but, the rarity of these diamonds is apparent.
Now Aupulent, an emerging affordable luxury jewellery brand, is launching an artisanal and finecrafted coloured lab-grown diamonds jewellery collection for the first time in India, adding a spark of colour to the otherwise monochromatic world of diamond jewellery.
This new coloured cultured diamonds collection will initially have up to 15 variations, bringing to millennials unusual hues of diamonds in shades of pink, royal blue, and yellow, adding more “aupulence” to its innovative journey of marketing and e-selling fine lab-grown diamonds.
Even with lab-grown diamonds, the market is just getting started. Aupulent’s goal is to make coloured diamonds more accessible.
The market value of lab-grown diamonds is high because they resemble natural diamonds in every way, to the naked eye. Only an expert can tell the difference between a natural and a lab-grown diamond.
Lab-grown diamonds are created in a way that closely resembles the natural process of diamond formation.
These diamonds are also made of carbon, but they are coloured by exposing them to elements such as nitrogen, boron or radiation. Aside from blue, pink and yellow, diamonds come in a variety of other colours.
However, the brand is starting with blue, pink, and yellow because these are popular colours. They also have the appropriate level of intensity and shape/cut to go with them.
At the launch of their new collection, Surya Jain, CEO and co-founder, of Aupulent, said: “While diamonds have always been a woman’s best friend, the Gen Z and millennials today are looking out for trendier,
ecologically-conscious and well-differentiated jewellery – something that should reflect their new passion as they strive to make their own marks.
“I’m hopeful that our new coloured cultured diamonds range will be optimally suited to these wishes. So far, coloured diamonds have been a rarity and accessible only to those who could either afford highly expensive natural-coloured diamonds or have a
network with limited jewellery factories that manufacture them essentially just for B2B needs.
“But now, all they have to do is log on our website, check out these coloured lab-grown diamonds.”
Setting and sealing the trend, Jennifer Lopez flaunted a natural pink ring gifted by then-fiancé Ben Affleck, and Beyoncé wore the legendary natural yellow Tiffany diamond.