International sustainably created diamond brand comes to Dubai promising crafted designer jewellery with stunning diamonds that are twice as large
Dubai, United Arab Emirates: Are you ready for bigger, bolder, and better? Double down on your carats, colour and clarity and head to your nearest Siroya Jewellers store for some diamond shopping with a difference.
EVERMORE, a new sustainably created diamond brand, has launched in Dubai, London, and Bahrain Under the aegis of Siroya ALTR, a recently announced joint venture between well-known UAE-based jewellery brand Siroya and New York based ALTR created diamonds, a world leader in high quality lab grown diamonds.
EVERMORE's designs are inspired by moments when the feeling of more is being experienced. With diamonds twice as big for a lot less price-wise, the brand promises to deliver ‘more size, sparkle and shine than customers ever expected'.
‘True luxury is responsible in nature. For a single carat of a mined diamond, 1100 tonnes of rock are displaced, 126 gallons of water wasted, and 125 pounds of gases pumped into the environment. Created diamonds truly are the most sustainable way to wear a beautiful diamond, which looks good on you and is good for the planet too,” said Chandu Siroya, founder of Siroya Jewellers.
With collections like ‘Eternal Happiness' and ‘Inner Circle', EVERMORE wants the wearer to experience a new feeling.
“Imagine that moment when a father gifts his daughter a heart shaped solitaire pendant, a single stone made only with the purest of diamonds in the world. The joy she feels and the pride he feels. Now multiply that feeling by two,” added Rohan Siroya, CEO, Evermore by Siroya ALTR.
Built with the diverse audience of the Middle East in mind, EVERMORE's unique design language speaks of a global style infused with local aesthetics. Each diamond is ultra-white FG colour or higher, VVS-VS crystal clear clarity and promises the finest cuts. Discerning customers can expect all shapes from the classic round and emerald to marquise, pear, and cushion with rare coloured diamonds like yellow and pink also adding lustre to the EVERMORE portfolio.
“Unlike other luxury emotional purchases, consumers tend to compromise when buying diamonds; on their quality or size. EVERMORE enables people to wear the jewellery they desire without compromise. The bottom line is that lab grown diamonds are a value driven choice for the consumer. If you can walk out with a 3-carat pure diamond for the price of a 1.5 carat, what would you choose?” said Rohan.
EVERMORE diamonds are engineered from just carbon, mimicking the process of diamond creation that takes place under the earth, making them chemically, physically, and optically identical to natural diamonds.
Emphasizing that these are real diamonds and that their characteristics are measured for cut, colour, clarity, and carat in the same way as any diamond, Amish Shah, President of ALTR Created Diamonds, said EVERMORE is ready to change a mindset.
“Now women can buy certified diamonds that are larger, more impressive and echoing their heart's desire. And they are genuine. Not to mention the fact that every carat of our stones helps foster a better world avoiding the harmful consequences sometimes associated with diamond mining, created just for you and the planet.”
Made to order, these stones also have a pristine purity about them. Evermore Diamonds are classified type 2, purer than 98% of the world's diamond supply- like the rarest jewels in the world such as the Kohinoor and the Millennium Star. They are better for the environment, do not exploit human labour and enjoy a low carbon footprint.
“In today's world ‘caring' is the operative word. For our planet, for our fellow humans and for ourselves and if we can enjoy that good feeling while sharing a sense of responsibility it makes good sense. Things might be changing by the minute, but one thing is constant---diamonds are still a girl's best friend. With EVERMORE, we are giving conscious consumers the chance to stay true to their sustainability agenda yet enjoy the thrill of wearing a rock that is bigger, better, and bolder,” added Siroya.
“The same approach that serves high end art and is exquisitely personal is reflected in the lab version. Since each stone is exceptional and one of a kind, each diamond becomes a masterpiece with its own provenance and a paper trail that gives it true authenticity.”
Having got it to specifications, a buyer adds an EVERMORE to her collection…or his, delighted and satisfied in the knowledge that it is the only one of its kind in the world.
EVERMORE is currently available at Siroya Jewellers outlets across the UAE, and at luxury boutiques in London and Bahrain .
A flagship EVERMORE store is slated to open in May 2022 in the new Deira gold souk extension in Dubai.