Posted on by Cameron Tewson

One year after the launch of its first high jewellery collection, Prada has unveiled the new Eternal Gold line with the addition of a special feature, lab-grown diamonds. Pushing the accelerator on innovation, a key aspect for the brand, the new addition of artificial gemstones goes hand in hand with Prada’s commitment to sustainability. For the launch of their high jewellery line in October last year, they experimented with recycling gold from old accessories and electronic materials, and now, with this new initiative, the brand has become the third luxury house, along with Tiffany & Co. and Fred Jewellery (both owned by the French LVMH group), to use lab-grown diamonds.


“Lab-grown diamonds are not just about replicating what’s possible for nature in a short period of time,” Prada jewellery director Timothy Iwata told The Washington Post. “It’s actually pushing the boundaries of, one, the cut [of a stone], and two, the idea of luxury material. It’s not just about customising some existing material. We actually grow that material for the client.” The new offerings in the Eternal Gold line include [Prada-cut] diamonds, namely in the shape of the brand’s logo, woven into a gold chain, set in heart-shaped earrings and wrap-around snake rings.

Lab-produced diamonds are no different from those from a mine, being created with the same chemical properties. They have existed since the 20th century, but until now only a couple of high-fashion brands had tried to experiment with this innovation. For some time now, Prada and Miu Miu have held the top positions among the most searched online fashion houses, having become some of the most followed brands by the younger generation in recent years. It is likely that the new high jewellery line Eternal Gold will not achieve the same level of success as Miu Miu’s ballerinas or Prada’s Deècolleté, given the difference in price point and accessibility, but it will be interesting to see if the trend of lab-grown diamonds will be able to capture the attention of Gen Z the same way. 

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Cameron, the visionary force behind, established his highly acclaimed blog a decade ago, catapulting him to the forefront of the social media landscape. With a keen focus on global relationships and exclusive interviews with editors, designers, celebrities, and tastemakers, Cameron seamlessly navigated his way to becoming a sought-after freelance consultant. His expertise even caught the attention of the prestigious Saks Fifth Avenue in the United States. In 2019, Cameron earned recognition as one of the influential figures under 30 in the Watches & Jewellery industry. Back in 2014, CNN International ranked his blog as the 7th top-read in its category, solidifying his position as a captivating and authoritative voice in the digital space. Explore the world of fashion, lifestyle, and industry insights with Cameron on View all posts by Cameron Tewson →

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