Fancy shape lab-grown diamonds in D/E colour start at 0.50ct and are available in rings, earrings, and pendants. RRPs begin at £999, offering merchants a hefty profit. "We had a very positive reaction from retailers to the round shapes in our lab-grown diamond jewellery range, so we decided to extend the collection to fancy shapes as well," Andre Michael said of the new additions. "The value to the retailer is that the margins from lab-grown diamond jewellery sales are now very healthy," the company added. "We would urge retailers to order in volume, before margins fall as lab-grown diamond production is expected to pick up."
The assortment has been carefully picked to feature well-made items that provide the store with great service. The business has redesigned its manufacturing techniques to eliminate the possibility of cross-contamination between lab-grown and natural diamonds. All lab-grown diamond jewellery by Andre Michael is independently certified, with the certification engraved in each ring.