Effy Introduces Brand Dedicated to Lab-Grown Diamonds

New York—Effy has launched a sub-brand of lab-grown diamond jewelry that will be sold at select locations.  

Called “Promise by Effy,” the brand is a mix of fashion jewelry—think huggie and stud earrings, tennis bracelets and necklaces, trendy rings, classic pendants—and ready-to-wear and custom engagement rings.  

In the release announcing the collection, Effy described the launch as the company “going all-in on lab-grown diamonds.”   

Effy already sells lab-grown diamonds in some of its jewelry, but “Promise by Effy” is a more extensive collection and a dedicated brand for the man-made stones.  

The company sees the launch of “Promise by Effy” as fulfilling two goals. 

First, it said, the brand meets consumers’ increasing demand for sustainable luxury goods.   

Effy said it sources the diamonds in “Promise” from “zero-emission foundries,” though it declined to share its exact sources.  

It stated only that the lab-grown diamonds in the collection are “grown in factories that adhere to strict emissions and environmental regulations.”

The second goal the launch fulfills is it continues the late Effy Hematian’s vision of providing diamond jewelry to consumers at accessible price points.   

The jewelry in “Promise by Effy” ranges in price from $495 for a pair of 1-carat total weight round brilliant lab-grown diamond stud earrings set in 14-karat gold to $33,570 for a tennis necklace featuring nearly 30 carats of emerald-cut lab-grown diamonds.

Prices for the collection’s ready-to-ship engagement rings range from about $3,000-$10,000. 

Custom “Promise by Effy” engagement rings also are available, and the brand’s website includes a ring builder. 

Select styles in the “Promise by Effy” collection are available at the Effy Hematian flagship store in New York City, while the full collection is available on the “Promise by Effy” website.  

The brand soon will be available at Effy stores on cruise ships.  

Once it is introduced on ships, which should be in a month or two, the company said all of its lab-grown diamond jewelry will be sold through the “Promise by Effy” brand name. 

The company said there are no plans to sell “Promise by Effy” via its other retail partners at this time.