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  • Arabella Roden

Swarovski lab-created diamonds in Australia with new supplier

Duraflex Group Australia (DGA) has inked an exclusive distribution deal with Swarovski to supply its Created Diamonds to the local market, with the range available from the end of July 2021.

Swarovski Created Diamonds are only supplied as loose stones, rather than finished jewellery, in sizes 0.50–2.50 carats with other sizes on request, and are available in six shapes and 17 colours, including white (colourless) and 16 fancy colours – which it claims is “the most extensive assortment of hues available on the global market today”.

All lab-created diamonds are hand-selected and graded with the ‘four Cs’ by in-house Swarovski gemmologists, and those weighing 0.70 carats or larger are accompanied by a grading report from the International Gemological Institute (IGI) and a Swarovski Quality Certificate.

Lab-created diamonds weighing 0.10 carats or larger are laser engraved to ensure authenticity.

Phil Edwards, managing director DGA, said, “The addition of Swarovski Created Diamonds to the DGA portfolio complements our existing stable of brands perfectly.

“Swarovski Created Diamonds is a truly unique brand with an unrivalled product offering and unmatched brand credibility, capitalising on the increasing demand of this exciting new category within our market.

“We’re delighted to be the exclusive agent and look forward to growing this luxury brand in Australia and New Zealand.”

DGA will carry an extensive range of the stones including fancy colours, and have access to the global stock-on-hand for immediate delivery.

In addition, retailers will have access to the Swarovski Created Diamonds Retail Program, which provides extensive education for consumers, presentation accessories including a luxury tray, and assortments to fit custom POS display.

Edwards told Jeweller, "We are all aware that the created diamond market is rapidly growing with significantly more consumer awareness and an undeniable increasing demand, and we wanted to offer our retail partners a superior quality product to meet their customers' needs.

"We will support and work together with our retail partners to ensure the benefits of stocking this unique brand are maximised."

Swarovski’s lab-grown history

Swarovski’s first foray into the lab-created diamond category occurred in 2016 with the limited launch of its Diama jewellery collection.

It debuted its collection of 16 fancy colour loose stones at Paris Couture Fashion Week in January 2020.

Markus Langes-Swarovski, chairman of Swarovski’s board of directors, said at the time, “I’d like to think that these stones have endless potential and are able to bring any idea to life. The colours, cuts and sizes are created to inspire jewellery that has never been made or even dreamed of. It’s a toolbox of unlimited creativity.”

As of 2020, Swarovski Created Diamonds were manufactured at independent facilities in Switzerland, India, the US and China, with colours induced through standard treatments such as irradiation and annealing.

Previously, the range was exclusive in Australia to the Showcase Jewellers buying group.


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