Luxury jeweller Astrea London — which specialises in the highest-end lab-grown diamonds — has announced Sarah Jessica Parker as its new global creative director and founding partner. 

We’re told the actress-turned-fashion entrepreneur is “becoming a new visionary of the global lab diamond movement and charting a bold new course for sustainable luxury, one where technology, design, and responsibility converge to transform the diamond industry”.

The famous New Yorker will be working with Astrea founder and CEO Nathalie Morrison to “share a vision for the future of the diamond industry — embracing the heritage of diamonds yet redefining their purity through innovation, design and social responsibility”.   

What that means in practice is that Parker won’t only be working on creative projects but will be a “joint spokesperson alongside  Morrison”. She will “champion Astrea London’s commitment to making a positive social impact, with part of the company’s yearly income dedicated to education for underprivileged children and other global causes”. The company said it wants to lead the conversation “on how luxury can be a force for good”.

Parker has “already influenced the brand’s newest collections and will launch a collection of 12 cornerstone designs later this year. And she said that joining the business “feels like a natural step – together, we are embracing the future of diamonds in a way that is both responsible and beautiful”.

The company was founded only two years ago by Morrison and said it has attracted “a prestigious shareholder base” as well as “underpinning its ambitious plans with a recent successful fundraising”.

It has positioned itself “firmly at the very top of the diamond market, producing only the top 1% of diamonds worldwide – D and E colour, VS2+ stones establishing itself as the leading high-end lab-grown diamond brand globally. Its latest collaboration with Parker will debut D-IF grade stones, which correspond to just 0.01% of the world’s diamonds, each certified with advanced light performance grading from IGI, GCAL and currently GIA. 

The company has been expanding its international presence recently to Villa La Coste (Provence, France), Fairmont Windsor Park (Windsor, UK), and One&Only (Kea Island, Greece). This October, three new Dubai boutiques will open, including the opening of Astrea London’s flagship boutique at the Mandarin Oriental Jumeirah, Dubai and the first Seven Carats Afternoon Tea Experience at Astrea’s partnered laboratory in Dubai.