Helzberg Launches Lab-Grown Bridal Collection

 

Helzberg Diamonds has teamed up with celebrity designer Jenny Packham to create a colorless lab-grown diamond bridal collection, which it claims is the first in the jewelry industry.

The 12-piece line, which contains both engagement rings and wedding bands, is available online and at a selection of Helzberg stores, the Berkshire Hathaway-owned jeweler said Tuesday. Prices begin at $700 for a wedding band containing a total weight of one-third of a carat of synthetic stones. The highest price tag is $6,000, for an engagement ring bearing a 1-carat center stone surrounded by an additional carat of smaller stones.

Helzberg released the collection in response to the growing trend of young consumers looking for lab-grown diamonds for their engagement rings, it noted.

“Most couples are on a wedding budget,” said Julie Yoakum, senior vice president and chief merchandise officer for Helzberg Diamonds. “We’ve seen a large increase in customers asking for lab-grown diamonds, as you can often get a larger stone for less money.”

Helzberg first launched its own line of lab-grown diamond fashion jewelry in late 2018, but until now has only carried synthetic bridal offerings from other brands. Meanwhile, Packham, who is best-known for her clothing designs, branched out into jewelry in 2016 in cooperation with UK-based Goldsmiths.

Helzberg operates 170 stores throughout the US.