With a reputation for quality and craftsmanship and famous for their diamond knowledge and expertise, high street jeweller Ernest Jones is excited to announce the launch of its new laboratory-grown diamond collection, Bloom.
Designed for sentimental, luxury gifting and self-purchase, the range features bold and daring silhouettes in fashion-led fancy cuts and carat weights, exclusive to Ernest Jones. There are seven different fashion-inspired collections named after European cities, six of which are distinguished by the shape of the fancy cut stones and one for the seamless, smooth stone setting.
Director of Commercial Helen Gibb said, “We’re thrilled to be introducing something completely new and very exciting to the fashion jewellery sector. Bloom is about striking statement pieces – something you would never expect to see in Ernest Jones.
What makes this collection even more unique is that it’s also the only collection in the UK to be certified by the Gemological Institute of America (GIA), confirming the laboratory-grown diamonds’ quality and traceability to the factory of origin.
“We’re bringing affordable luxury to our customers by taking fancy cut trends and being bold with them. These new collections showcase striking designs centred around large, eye-catching stones—styles that, in natural diamonds, would be out of reach for most people.”
Manufactured in factories using renewable energy and repurposed metals, Bloom laboratory-grown diamonds are conflict-free and responsibly sourced. Each piece is clearly marked ‘LGD’ including every stone over 0.18 carats. While Bloom caters to a new audience, natural diamonds remain Ernest Jones’s core bridal business.
Helen explains, “Our customers are captivated by the rarity and uniqueness of natural diamonds, each one crafted over billions of years with its own distinct characteristics. For couples celebrating a lifelong commitment, a natural diamond embodies their enduring emotional connection—a symbol of their forever love story.
“In contrast, laboratory-grown diamonds are made in a matter of weeks, providing customers with another choice. If colour and clarity are equal, a customer can purchase a larger laboratory-grown diamond compared to a natural diamond, which is why our collections feature bold, statement designs for the luxury gifter and self-purchase customer.”
Being part of Signet Jewelers, the world’s largest diamond retailer, means that Ernest Jones offers exceptional value to their customers.
Helen concludes, “We believe in being fair on price, which is why our laboratory-grown diamond collections are thoughtfully priced and offer the best value on the high street. We have strong diamond relationships with growers underpinned by a commitment to our customers that if the price changes, we will pass the savings on to them. Bloom laboratory-grown diamonds make it possible for people to own jewellery they never could have imagined they could buy.”
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