Sarah Jessica Parker has expanded her creative footprint, stepping into the world of fine jewelry as a partner and spokeswoman for Astrea London, a London lab-grown diamond company. Together with founder Nathalie Morrison, she will be shaping a 12-piece collection that houses stones graded at D-IF (just 0.01% of diamonds globally), each backed by IGI, GCAL, and GIA certification. “Joining the business feels like a natural step — together, we are embracing the future of diamonds in a way that is both responsible and beautiful,” Parker said.
Lab-grown diamonds according to my home-town jeweller at Hempen Jewelers in Newmarket, Ontario, lab-grown diamonds are indistinguishable from natural diamonds, mined in difficult circumstances that take advantage of poor communities in Africa — made famous by Leonardo DiCaprio and the movie blood diamonds.
Astrea has made its name producing only the top 1% of diamonds by quality — in the D/E color range with VS2+ clarity — and the brand is rapidly expanding across Europe and the Middle East, with three new Dubai boutiques opening this fall.
We’ve compiled a guide on leading, lab-grown diamond companies here.
Meanwhile, Brilliant Earth is deepening its alignment with ethics and activism via a renewed collaboration with Dr. Jane Goodall. Their limited-edition Jane Goodall Peace Medallion collection features hand-engraved motifs and uses 99% repurposed gold paired with carbon-capture lab-grown diamonds — a symbolic and design-forward synthesis of values and luxury. Ten percent of proceeds will go toward The Jane Goodall Legacy Fund.
Related: Natalie Portman’s engagement ring is cruelty-free
These announcements signal more than celebrity tie-ins: they underscore a shift in consumer expectation. Modern luxury must carry values. In the growing lab-grown diamond space, authenticity, traceability, and social purpose are now part of the equation — not mere taglines. As we noted previously on Green Prophet, lab-grown diamonds present a powerful way to opt for sparkle without the human and ecological costs associated with traditional mining. Read more here.
For brands working at the intersection of sustainability and style, Parker’s and Goodall’s involvement are timely, visible reminders that beauty and ethics can coexist. The diamond industry is rewriting the rules, and while this nature-lover needed no diamonds from her true love, the shiny dreams of those who want them can now be satisfied with a diamond made in your nearest city.
