These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Brilliant Earth has established itself as a leader in ethically sourced fine jewelry, and its "Capture Collection" is a testament to its commitment to sustainability. The diamonds in this collection are lab-grown using carbon captured from the atmosphere, directly addressing climate change by transforming harmful CO2 into a symbol of love and commitment. This innovative process not only avoids the ethical and environmental pitfalls of traditional mining but also actively contributes to a cleaner environment. The brand is known for its transparency, providing traceability for its conflict-free gems and using recycled precious metals. The rings in the Capture Collection are sought after by trend-conscious consumers who want their purchase to have a positive impact.
Key Product: A ring from The Capture Collection
MARKET LEADER
VRAI has gained significant popularity for its minimalist and modern designs, all featuring lab-grown diamonds created in a zero-emission foundry. This makes their jewelry a top choice for the eco-conscious consumer. "The Signature Solitaire" is one of VRAI's best-selling and most iconic engagement rings, celebrated for its timeless elegance and sustainable credentials. The design features a "floating" gallery and a signature "sling" that showcases the diamond's brilliance. VRAI's commitment to producing diamonds with no human or environmental toll of mining resonates strongly with the modern trend of guilt-free luxury.
Key Product: The Signature Solitaire
MARKET LEADER
As one of the original online jewelry retailers, Blue Nile has adapted to the growing demand for ethical options by offering an extensive selection of lab-grown diamonds. All of their lab-grown diamonds are certified by the Gemological Institute of America (GIA), ensuring their quality and authenticity. A classic solitaire engagement ring from Blue Nile featuring a lab-grown diamond is a top choice for consumers who value both tradition and ethical sourcing. The brand's reputation for quality and a vast inventory of customizable options allows consumers to create their perfect ring while adhering to their ethical standards.
Key Product: Lab-Grown Diamond Solitaire Engagement Ring
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend shows strong upward momentum in search interest, coupled with consistent growth in sales volume. This suggests increasing consumer adoption and cultural relevance.
Search interest for ethical and lab-grown rings shows a recent upward trend after a period of fluctuation. This indicates growing consumer curiosity and engagement with the concept.
Google Trends (12 Months)
TikTok Posts
4 posts analyzed
Pandora
A global icon, actress, and global ambassador for Pandora. She is a prominent advocate for sustainable luxury and was a nominee at the 2025 Golden Globes.
BaYou with Love
Known for her role in the "Twilight" saga, she is a passionate advocate for sustainable living and the founder of the jewelry brand BaYou with Love.
A conservationist, television personality, and daughter of Steve Irwin. Her choice for an ethical diamond aligns with her dedication to wildlife and environmental protection.