Sarah Jessica Parker backs lab-grown diamond brand Astrea
Actress Sarah Jessica Parker_ best known for her role as Carrie Bradshaw in _Sex and the City__ is teaming up with London-based lab-grown diamond brand Astrea to bring to life “her creative vision for the future of diamonds”.
Parker_ who shut her namesake footwear brand_ SJP by Sarah Jessica Parker_ last year_ and has previously collaborated with the likes of Gap_ Sunglass Hut_ Fendi_ and played a design role in relaunching Halston_ is adding diamonds to her resume_ after being named global creative director and founding partner of Astrea London.
In a statement_ Astrea said that Parker_s role would extend beyond creativity and would see the actress acting as a joint spokesperson alongside Nathalie Morrison_ founder and chief executive_ who launched the diamond brand two years ago_ promoting how lab-grown diamonds are an innovative_ sustainable and ethical alternative to mined diamonds.
Commenting on the appointment_ Morrison said: “Sarah Jessica epitomises timeless style_ innovation_ and integrity_ qualities that define Astrea London. Together_ we will continue to push boundaries_ creating jewellery that not only represents the highest craftsmanship but also redefines what it means to own a diamond in today_s world.
“With no limit to what can be done_ Astrea London will set a new global benchmark for sustainable luxury. At Astrea we embrace the beauty of diamonds and their rich heritage_ and we look to elevate diamonds using technology and science to create perfect stones of any colour certified to the highest standard possible.”
Astrea London looks to celebrity Sarah Jessica Parker to boost the popularity of lab-grown diamonds
Astrea London has positioned itself at the very top of the diamond market_ producing only the top 1 per cent of diamonds worldwide - D and E colour_ VS2+ stones - as it looks to establish itself as the leading high-end lab-grown diamond brand globally.
It has quickly established itself at the pinnacle of the luxury lab-grown diamond jewellery market_ expanding its international presence to Villa La Coste in Provence_ France_ Fairmont Windsor Park in the UK_ and One&Only on Kea Island_ Greece. The diamond brand will also be opening three new stores in Dubai this October_ including a flagship boutique at the Mandarin Oriental Jumeirah_ Dubai and the first Seven Carats afternoon tea experience at Astrea_s partnered laboratory in Dubai.
The brand adds that Parker has already influenced the creativity direction of its newest collections_ and will launch 12 cornerstone designs later this year_ featuring D-IF grade stones_ which correspond to just 0.01 percent of the world_s diamonds_ each certified with advanced light performance grading from IGI_ GCAL and currently GIA.
Parker added: “I have always believed in sustainability and innovation in design. Joining Astrea London feels like a natural step – together_ we are embracing the future of diamonds in a way that is both responsible and beautiful.”