UK Jewellery Startups Betting Big on Moissanite Over Diamonds
London's startup scene is now transitioning into a new era, the one marked by stones that have climbed to diamond popularity. A growing number of jewellery brands are shifting away from diamond sourcing and placing their bets on Moissanite, an artificially manufactured composition of silicon carbide.
Moissanite, often mistaken for a diamond at first glance, is known for its rainbow sparkle that is sharper than a diamond’s. What’s even more surprising is how affordable the stone is for consumers. But for the new wave of UK-based jewellers, it’s the future of sustainable luxury.
When Franc Laurent launched their collection of Moissanite jewellery, the brand owners were struck by the reception to their Moissanite engagement rings. The brand doesn’t stand alone in this shift. With more UK-based jewellery startups on the rise, a 52% increase was observed in 2024 collective sales of Moissanite rings in 2024. What about Moissanite is driving this rapid shift in the jewellery market? A mix of ethics, economics, and evolving preferences.
Younger consumers, especially Gen Z and millennials, are increasingly rejecting the narrative that a diamond is the only symbol of love. Environmental concerns, the rising popularity of lab-grown alternatives, and the push for value-for-money have cracked open the once-impenetrable diamond market.
The once discovered stone, as a result of a meteor crash, is now being created manually with an environmental impact that is almost non-existent. For buyers, the appeal is simple: it looks better, costs less, and comes guilt-free.
Online retailers like Franc Laurent have created their entire brand identity around Moissanite. The brand is not only selling engagement rings, but also selling a new mindset set in conscious luxury.
Another startup’s founder believes the shift is permanent, “We don’t even offer diamonds anymore. Why cling to the past when the future is clearer, brighter, and more accessible?”
These startups are leveraging online platforms to tap into niche markets, eco-conscious couples, minimalist brides, and even luxury buyers who value innovation over tradition.
The industry is no longer sitting in silence; they’ve started to respond. Some have begun offering Moissanite collections as a low-tier option, while others choose to remain silent under scepticism, calling the shift a trend.
It doesn’t seem like a trend as the global diamond prices soften and Moissanite stones gain legitimacy. Its rise seems less like a trend and more like a reshaping of the industry.
In a world where authenticity and sustainability often collide with consumerism, Moissanite offers a rare middle ground. For UK startups, it’s more than just a stone; it’s a statement. And as more buyers trade mined diamonds for lab-grown brilliance, the jewellery world may soon look very different but just as dazzling.
