Mejuri to begin selling lab-grown diamonds alongside mined diamonds

Lab-grown diamonds are shaking up an industry that’s been ruled by mined diamonds for centuries. But while many jewelers and jewelry brands are picking one or the other — Pandora sells exclusively lab-grown diamonds, for example — DTC jewelry brand Mejuri sees a place for both.

On Monday, after selling jewelry made with mined diamonds since it was founded in 2013, Mejuri is launching lab-grown diamonds for the first time. It’s kicking off the category with a selection of classic Mejuri diamond styles recreated with lab-grown diamonds in larger sizes and available only to members of Mejuri’s loyalty program.

It took two years of development to get to this point, according to Nicole Tapscott, CMO of Mejuri, and Holly McHugh, Mejuri’s vp of sustainability. According to McHugh, because there’s a wide variety of lab-grown diamond options on the market, with varying levels of quality, it took time to sort through them. Ultimately, Mejuri decided to buy lab-grown diamonds strictly from companies that have been certified by SCS Global Services. The organization certifies lab-grown diamonds that are fully traceable and climate-neutral.

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