Ernest Jones has announced the launch of its new lab-grown diamond collection Bloom.
There are seven different fashion-inspired collections named after European cities.
Six of the pieces are distinguished by the shape of the fancy cut stones and one for the seamless, smooth stone setting.
The Florence piece has a cut heart diamond, Paris has a marquise cut, Rome an emerald cut, Venice a square radiant, Capri a pear, Vienna an oval and Seville has a seamless setting.
Bloom laboratory-grown diamonds are conflict-free and responsibly sourced; each piece is clearly marked ‘LGD’ including every stone over 0.18 carats.
The collection aims to broaden the customer base of the company but it has stated that it remains committed to its core bridal business.
Helen Gibb, director of commercial, 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.”
She added: “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.”
