EVERMORE, a new sustainably created diamond brand, has launched in Dubai, London, and Bahrain Under the aegis of Siroya ALTR, a recently announced joint venture between well-known UAE-based jewellery brand Siroya and New York based ALTR created diamonds, a world leader in high quality lab grown diamonds.
“Unlike other luxury emotional purchases, consumers tend to compromise when buying diamonds; on their quality or size. EVERMORE enables people to wear the jewellery they desire without compromise. The bottom line is that lab grown diamonds are a value driven choice for the consumer. If you can walk out with a 3-carat pure diamond for the price of a 1.5 carat, what would you choose?” asks Rohan Siroya Founder of Evermore.
EVERMORE diamonds are engineered from just carbon, mimicking the process of diamond creation that takes place under the earth, making them chemically, physically, and optically identical to natural diamonds.
Emphasizing that these are real diamonds and that their characteristics are measured for cut, colour, clarity, and carat in the same way as any diamond, Amish Shah, President of ALTR Created Diamonds, said EVERMORE is ready to change a mindset.
Why Lab-Grown Diamonds are the Ethical Option?
The ethical consumer wants brands they support to make quality products, treat their employees well, and reduce their impact on the environment and carbon footprint, in no particular order.
They also want transparency—what are they buying? Where is it coming from, how is it made? And the impact it has on the environment.
It is this mindset that has led to the growing interest in lab-grown diamonds. Our lab grown stones have a pristine purity about them while having a very low carbon footprint ensuring they neither harm the eco-system, or cause exploitation of human labor.
With Evermore, we promise bigger diamonds, higher quality for half the cost of mined diamonds.
Mining a single carat of a natural diamond causes 1100 tons of rock to be displaced. These are literally craters in the earth that can be seen from outer space. The same 1 carat causes 125 pounds of carbon in emissions, whilst a lab grown diamond emits 6 pounds. With water wastage, 126 gallons behind a carat, versus 6 gallons for a lab-grown diamond.
In a world where consumers demand to know the origin of what they are wearing, whether it be related to the recent conflict in Russia and Ukraine, or to the prolonged conflicts in Africa, lab-grown with their guarantee of origin is the right choice.
It is expected that there will be 2.5 million weddings in 2022, many of who are millennials, and this demographic is devoted to ethical consumerism and carbon-neutral purchases. Lab-grown diamonds meet their criteria.
“Now women can buy certified diamonds that are larger, more impressive and echoing their heart’s desire. And they are genuine. Not to mention the fact that every carat of our stones helps foster a better world avoiding the harmful consequences sometimes associated with diamond mining, created just for you and the planet.”
Made to order, these stones also have a pristine purity about them. Evermore Diamonds are classified type 2, purer than 98% of the world’s diamond supply- like the rarest jewels in the world such as the Kohinoor and the Millennium Star. They are better for the environment, do not exploit human labour and enjoy a low carbon footprint.
“In today’s world ‘caring’ is the operative word. For our planet, for our fellow humans and for ourselves and if we can enjoy that good feeling while sharing a sense of responsibility it makes good sense. Things might be changing by the minute, but one thing is constant—diamonds are still a girl’s best friend. With EVERMORE, we are giving conscious consumers the chance to stay true to their sustainability agenda yet enjoy the thrill of wearing a rock that is bigger, better, and bolder,” added Siroya.
“The same approach that serves high end art and is exquisitely personal is reflected in the lab version. Since each stone is exceptional and one of a kind, each diamond becomes a masterpiece with its own provenance and a paper trail that gives it true authenticity.”
Having got it to specifications, a buyer adds an EVERMORE to her collection…or his, delighted and satisfied in the knowledge that it is the only one of its kind in the world.
EVERMORE’s designs are inspired by moments when the feeling of more is being experienced. With diamonds twice as big for a lot less price-wise, the brand promises to deliver ‘more size, sparkle and shine than customers ever expected’.
With collections like ‘Eternal Happiness’ and ‘Inner Circle’, EVERMORE wants the wearer to experience a new feeling.
Built with the diverse audience of the Middle East in mind, EVERMORE’s unique design language speaks of a global style infused with local aesthetics. Each diamond is ultra-white FG colour or higher, VVS-VS crystal clear clarity and promises the finest cuts. Discerning customers can expect all shapes from the classic round and emerald to marquise, pear, and cushion with rare coloured diamonds like yellow and pink also adding lustre to the EVERMORE portfolio.
EVERMORE is currently available at Siroya Jewellers outlets across the UAE, and at luxury boutiques in London and Bahrain. A flagship EVERMORE opensin May 2022 in the new Deira gold souk extension in Dubai.