Sarah Jessica Parker, Astrea London Bet Big on Lab-Grown Diamonds

I don't even look anymore at the collection and think, god, these are really exquisite lab grown. I I don't even see it anymore. I walked in today to see the collection in person finally and I just thought, my god, those are beautiful diamonds. >> When I talked to most people who get engaged today, it's a lab grown diamond. >> But actually 61% of the engagement rang in the US on lab grown diamond last year. >> The reality is I always speak about numbers because that's my background. So we love numbers. >> 100 billion dollars market a year. The die industry lab grown diamond was 1% of the market in 2015, 5% in 2021, almost 30% last year, although we don't know the exact number. >> What specific aspect of this project really resonated with you? What was Yes, this is I I need to be in on this. I I I think the creative part is always really compelling to me. But if that alone without the kind of structure around it that is necessary as I've discovered over the many years of being a creative person you don't have you don't get very far. It doesn't matter how big you dream. But there there was also this technology that Natalie was particularly excited about. I mean, she was extremely excited about the creative and what could be done and what she wanted to do inside Astria and what she hoped we could do with this other collection inside Astria. But the technology was a phenomenon to me and the fact that we could have so much flexibility that you could ask so much of it that color and quality and cut and clarity. :30.