Effy, the renowned jewelry brand known for its luxury designs, has announced the launch of Promise by Effy, a new sub-brand exclusively dedicated to lab-grown diamonds. This new collection, which blends fashion-forward designs with sustainable luxury, is now available at select locations, including Effy’s flagship store in New York City and the brand’s upcoming offerings on cruise ships.
Promise by Effy marks a significant shift for the company, as Effy goes “all-in” on lab-grown diamonds with a collection that spans everything from classic studs and tennis bracelets to custom engagement rings. The collection is designed to meet the growing demand for ethical, sustainable luxury, all while honoring the vision of late founder Effy Hematian to make diamond jewelry more accessible to a wider audience.
“We’re excited to introduce Promise by Effy as a testament to Effy Hematian’s vision and our commitment to the future of jewelry,” said a spokesperson for the brand. “This collection will not only provide our customers with beautifully crafted, eco-conscious pieces but also continue our legacy of offering high-quality diamond jewelry at a variety of price points.”
Promise by Effy aims to provide consumers with a sustainable alternative to mined diamonds. The brand sources its lab-grown diamonds from zero-emission foundries and is committed to working with factories that adhere to strict environmental and emissions regulations. While Effy has sold lab-grown diamonds in previous collections, Promise by Effy offers a more extensive selection, making lab-grown diamonds a central focus of the brand.
With pieces starting at $495 for a pair of 1-carat round brilliant diamond stud earrings set in 14-karat gold, and ranging up to $33,570 for a stunning tennis necklace featuring nearly 30 carats of emerald-cut lab-grown diamonds, the collection offers options for every budget. Engagement rings are priced between $3,000 and $10,000 for ready-to-ship styles, with custom pieces available via the brand’s online ring builder.
Select styles from the collection are already available at the Effy Hematian flagship store in New York, with the complete Promise by Effy collection available on its dedicated website. The brand will also soon be available at Effy stores on cruise ships—a new avenue for the collection expected to launch within the next month or two.
As of now, Promise by Effy will only be sold through Effy’s branded locations and website, with no plans to expand to other retail partners at this time.
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