In a world where conscious consumerism is no longer a niche but a necessity, Friendly Diamonds is leading a quiet revolution—reimagining what luxury jewelry means for the modern age. Marrying high fashion with high ethics, the New York–based brand is turning heads with its elegant, lab-grown diamond collections designed for those who want beauty without compromise. Founded in 2017 with a vision to make diamonds more accessible, ethical, and personalized, Friendly Diamonds quickly set itself apart in a legacy industry long overdue for disruption. What started as a humble venture selling curated fine jewelry on digital marketplaces has blossomed into a full-scale brand rooted in purpose, passion, and innovation. At its heart? A bold mission: to offer a new kind of luxury—one that’s as sustainable as it is stunning. Friendly Diamonds’ exquisite collections feature 100% lab-grown diamonds created through cutting-edge technology that mirrors the natural formation process. Chemically, physically, and optically identical to mined diamonds, these gems boast brilliance and durability without the ethical baggage or environmental degradation of traditional mining. Consider this: lab-grown diamonds generate just 4.8 grams of carbon emissions per carat compared to a staggering 57,000 grams for mined stones. That’s not just sparkle—it’s impact. Beyond sustainability, personalization is where Friendly Diamonds truly shines. The brand’s signature Create Your Own Engagement Ring tool lets customers craft one-of-a-kind pieces that reflect their unique love stories, style preferences, and values. Whether it’s a cushion-cut solitaire in rose gold or a bespoke diamond-studded necklace, the possibilities are endless—and surprisingly accessible. With pricing 30–40% below traditional diamond retailers, Friendly Diamonds proves that customization and affordability can coexist beautifully.

As lab-grown diamonds gain traction—with the global market projected to reach $59.2 billion by 2032—Friendly Diamonds is poised at the forefront of this shift, offering an experience that’s as forward-thinking as it is timeless. From engagement rings and wedding bands to earrings, bracelets, and bespoke creations, every piece is a fusion of innovation and craftsmanship, designed to celebrate life’s most meaningful moments. For couples looking to make an even bolder statement, the brand recently launched the Hues Collection—an exclusive range of colored diamond engagement rings inspired by nature’s most vivid expressions. Featuring Fancy Yellow, Fancy Pink, and Fancy Blue lab-grown diamonds, each ring in the collection serves as a reminder that love—like color—has endless depth and dimension. It’s the perfect choice for anyone seeking a vibrant alternative to the traditional white diamond.

Staying true to its fashion-forward ethos, Friendly Diamonds also keeps a close pulse on evolving design trends. While round diamonds remain a perennial favorite, pear and oval cuts have surged in popularity among modern brides, offering a softer, romantic silhouette. Emerald cuts—beloved for their vintage, editorial look—are also having a renaissance. And for those looking to stay ahead of the curve, the marquis cut has emerged as 2025’s breakout style: elongated, elegant, and unapologetically bold. But the brand’s commitment to being extends far beyond aesthetics. With ongoing partnerships supporting orphans in India and reforestation projects in Africa, Friendly Diamonds embraces a holistic approach to social responsibility. Its green-hued logo—a bird in flight—symbolizes freedom, compassion, and its soaring ambitions for a better, more beautiful world. In an industry often criticized for opacity, Friendly Diamonds prioritizes transparency. Every stone comes with detailed quality and grading information, and the brand’s direct-to-consumer model eliminates unnecessary markups, making luxury more attainable. It’s a model that resonates with today’s conscious consumers—those who value sustainability, personalization, and ethical sourcing, no matter their age or background. In an era where the jewelry you wear is an extension of your values, Friendly Diamonds invites consumers to sparkle with purpose. It’s not just about what you wear—it’s about what you stand for.

Presented by APG