In 2021 Helzberg Diamonds partnered with British fashion designer Jenny Packham to introduce a new, exclusive line of wedding jewelry featuring lab-grown diamonds set in platinum. And earlier this year, the partnership birthed a limited capsule of honeybee-inspired styles, featuring lab-grown yellow diamonds—reportedly the first of its kind.
As lab-grown diamonds continue to gain traction among consumers, it’s the choice of platinum for the line’s majority of items that is of interest. Though proponents of lab-grown diamonds will cite virtually no difference between natural and lab-grown stones, they’re often seen by consumers as a more budget-friendly option. The selection of platinum for the bulk of the collection’s settings gives it an elevated heir, a choice worthy of Packham’s iconic, glamorous design. It demonstrates the ability of lab-grown gems to be every bit as luxurious as its counterparts grown in the earth.
Here, Julie Yoakum, president and chief merchandising officer for Helzberg, talks to JCK about the collection’s reception, its use of platinum, and why consumers choose platinum for their engagement rings.
How has the customer response been to the Jenny Packham line?
This exclusive collection has definitely resonated with our customers. This stunning collection features entirely colorless lab grown diamonds set in platinum.
Why lab-grown diamonds for this collection?
As leaders in lab-grown diamonds, we were the first to launch this kind of designer collection. Jenny Packham’s elevated style paired with beautiful lab-grown diamonds was the perfect match for this exclusive bridal line only available at Helzberg.
For many, lab-grown diamonds are a choice based on price—more bang for your buck. I imagine the choice of platinum for the settings adds some heft and luxury to the beautiful rings, but it’s typically more expensive than, say, 18k gold. What was behind the choice to use all platinum?
Lab-grown diamonds certainly offer more sparkle for the spend. Platinum is a luxurious and enduring metal, known for its rare and exceptional quality. Platinum is an essential complement to the beautiful colorless lab-grown diamonds in this collection. Beautiful design, price, quality, and value are all important to our customers.
What’s been the most popular style from the collection?
Our most popular style is Esme [shown at top]. This timeless oval engagement ring features a 1 carat center stone and scalloped halo.
How do your sales of platinum overall compare to other metals, for both engagement rings and fashion jewelry?
We definitely see more customers choosing platinum for their engagement and wedding ring purchases; they see the intrinsic value in this rare and enduring precious metal.
Top: A model wears the Esme ring from the Jenny Packham exclusive collection for Helzberg Diamonds
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