Richline Group, a wholly owned subsidiary of Berkshire Hathaway, announced that its new lab-grown jewelry brand, Grown with Love, is launching at JCPenney and Macy’s.
Grown with Love is “a collection of jewelry that appeals to ethically-minded shoppers without sacrificing the beautiful sparkle and scintillation that every woman desires in her diamond jewelry or engagement ring,” according to a Richline press release.
“By choosing a lab-grown diamond, future bridal and fashion customers now
have a new, conscious choice, and can get a larger or higher quality stone for the
same price,” said Michael Milgrom, senior vice president, product, of Richline. “And with the most popular season for proposals – and shopping – just around the corner, this partnership is destined to shine.”
Grown with Love features bridal jewelry including solitaire and halo engagement rings, wedding bands and bridal sets as well as a small selection of non-bridal items, including diamond earrings and necklaces. Diamonds in the Grown with Love line are certified by the International Gemological Institute.
Sale prices for the collection range from $500 to $10,000.
“What is most interesting and exciting about this category is that it is filling
several needs for consumers and aligning with their values,” said Lindsey Scarlata Woodruff, vice president of marketing at Richline. “In many cases it offers a higher quality stone for the same money, which is important as expendable incomes are down, people are choosing to spend their money in different ways, and expectations for value are high. This also appeals to a ‘conscious consumer’ who is seeking purchases that ethically align with their beliefs.”
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