Whilst everyone around us remains entrenched in the world of harmful and unjustly expensive natural diamonds, we seek to break free from this destructive convention. Inevitably those who wish the natural diamond market to continue for their personal benefit will seek to discredit any mined diamond alternative, but the best analogy we can think of is that these people will be judged by history in the same way as companies who denied tobacco was harmful in an attempt to protect their financial interests.

In the past it could have been viewed as almost morally acceptable to buy a natural diamond because simply no worthy alternative existed. This issue actually presents us with one of our biggest challenges which is that cultured, man made, lab created diamonds of the past were such poor quality, and that perception remains ingrained in peoples' minds. Our challenge is to show people how far the technology has come, and demonstrate that there is simply no longer any excuse at all to opt for a natural mined diamond.

We eagerly await a future when no natural diamonds will be mined, but lack of awareness means that this vision seems further away than ever. Until then, we represent an alternative for progressive and intelligent men and women whom we rely on to spread our  message.

Revering tradition whilst embracing progress is the concept at the heart of our brand. It's the idea of maintaining noble and worthy customs whilst allowing technological advancement to replace obsolete and destructive conventions. Opting for a man-made diamond provides all of the benefits of a natural diamond but without the enormous ethical concerns associated with mined stones.

We exist exclusively to provide enlightened couples with exquisitely hand crafted engagement rings which they can be proud of. We combine ethical credentials, disruptive technology and the fine craftsmanship of painstaking traditional production methods.

Believing that nothing can compare to a natural diamond is an outdated, harmful mindset engendered by years of clever marketing from the natural diamond industry. Every day we see these attitudes transforming and evolving among the progressive, discerning couples we serve.

We are unbelievably passionate about wildlife conservation and it thrills us to be able to promote awareness and knowledge through our work. We support many different animal and environmental protection organisations and we're not afraid to take a stance on important issues.

Besides unashamedly promoting the ecological benefits of natural diamond alternatives like ours, we are able to help spread awareness of issues that are important to us, and that gives us enormous amounts of pleasure!

Most companies are terrified to take a position on controversial and emotive issues because they fear alienating minuscule portions of their potential customer base, but we like to think that our outlook directly attracts the kind of like-minded people we want to have as our customers.