New York-Prada has launched a line of lab-grown diamond jewellery, becoming one of the few high-end luxury brands to use the stones.
The Italian fashion powerhouse has been experimenting with its fine jewellery offering after hiring Timothy Iwata, Cartier’s former global innovation officer, as its first jewellery director two years ago.
Last October, the brand unveiled its first fine jewellery collection made entirely from recycled gold.
In a recent interview with the Washington Post, Iwata explained the thinking behind the new addition.
“Lab-grown diamonds are not just about replicating what nature can do in a short period of time… It’s actually pushing the boundaries of, one, the cut [of a stone] and, two, the idea of a luxury material. It’s not just about customising an existing material. We actually grow that material for the client,” he said.
“You don’t get your own crocodile grown to be your bag.”
Prada joins two LVMH-owned brands in using lab-grown diamonds.
Fred recently unveiled a group of five lab-grown blue diamonds, including one weighing 8.88 carats, and TAG Heuer has used lab-grown diamonds in some of its watches, including the pink diamond Carrera model unveiled at Watches & Wonders Geneva earlier this year.
The new Prada collection will feature “Prada-cut” diamonds, Iwata said, a triangular shape that mimics the brand’s logo.
Designs include heart-shaped earrings set with the signature triangular diamonds, wraparound snake rings with diamond heads and a chunky gold chain set with diamonds.
Prada is owned by the Prada Group, which also owns Miu Miu.
Prada did not respond to National Jeweler’s request for further information, such as pricing and availability.
The collection is not yet available on the Prada website.
The hope is that this new collection will appeal to younger consumers, noted Washington Post style writer Rachel Tashjian.
If the tennis bracelet was once the gateway to high-end jewellery, younger consumers, Iwata said, are more interested in pieces that frame the face, such as earrings and necklaces, because they spend much more time socialising online,” Tashjian wrote.
