Jewelry brand Shurui Studios champions sustainability with lab-grown diamonds


After adding to cart, have you ever wondered if your purchase would have an impact beyond your wallet?

Research suggests that the number of “conscious consumers” looking to make sustainable lifestyle choices is on the rise. Although there is still a long way to go, a great example of this phenomenon can be seen in the fashion industry. The increase in the number of buyers demanding sustainable options has led to phenomenal growth in the industry. However, its close companion, the jewelry industry is far behind. Awareness and access to sustainable alternatives in the field of jewelery remain relatively low.

Having noticed this gap, two dynamic entrepreneurs, Shivani Movaliya and Surali Ribadiya teamed up to fill it. The result was the birth of their brainchild “Shurui Studios”, a contemporary lab-grown diamond jewelry brand. “If consumers knew about the process of extracting mined diamonds, many would change the way they buy jewelry,” Surali said. Shivani added “We want to empower customers with the knowledge to make better choices.”

Make a box for lab-grown diamonds

As a lab-grown diamond jewelry brand, the co-founders seek to raise awareness of lab-grown diamonds, while shedding light on the negative impact of mined diamonds. Although information about mined diamonds is just a simple Google search, the impact on buyer consciousness is small.

The two founders believe that consumers would make more informed decisions if the negative implications of mined diamonds were not underestimated. Even though the iconic film “Blood Diamond” starring Leonardo DiCaprio made a strong statement, in addition to enjoying the film, it seemed that the film’s social message remained in the background.

Sharing some stunning insights, Shivani explained, “Natural diamond mining has long-term social, environmental and ecological consequences. For example, on average for every carat mined from the ground, up to 250 tons of earth are mined, 127 gallons of fresh water are used, 143 pounds of air pollutants are emitted. Not only that, billions of gallons of water are contaminated by acid mine runoff and countless gallons of fossil fuels are consumed.

These statistics are just the tip of the iceberg in terms of the effect mined diamonds can have, the founders say. Surali had more to say about the repercussions: “The impact on climate change is absolutely devastating. These mining practices have far-reaching effects that contribute to floods, droughts and deforestation. Additionally, diamond mining is often linked to unethical practices, as mines are mostly located in places where the needs of local communities are marginalized.”

After studying the consequences that mined diamonds can have, the co-founders sought to create a brand that offers a sustainable and ethical alternative. Comparing the impact, Shivani said that “lab-grown diamonds use approximately 86% less water, 50% less energy and produce 95% fewer carbon emissions than their mined counterparts, making them a much more environmentally friendly choice”. When asked about the production process, Surali shared, “The same environmental conditions that facilitate the creation of natural diamonds are recreated in a lab to grow a lab-grown diamond. Your end product, a lab-grown diamond, is physically and chemically identical to a natural diamond, but without the negative social and environmental impact. Creating a lab-grown diamond requires zero wastage of water, zero mining, and zero land excavation”

Not only that, the co-founders have also taken steps to strengthen their approach to sustainability. “Our state-of-the-art diamond production facility is on track to be 100% solar powered. As a brand, we have ensured that all materials used in our packaging and shipments are either reusable or recyclable. This further reduces our carbon footprint.”

Does durable mean more expensive?

Consumers often have the preconception that sustainable alternatives are expensive. Shurui Studios actually debunks this theory. Elaborating on the business, Shivani explained, “The goal is to offer diamond jewelry at fair prices. Since we are vertically integrated, we are able to cut out the middleman and pass this cost advantage on to our customers. It sets us apart from the competition.”

only the quality

“Fair prices don’t mean corners will be cut,” assures the duo, for whom quality is serious business. “We are not here to entice customers with promises of durability and fair prices while skimping on quality. Each diamond is handpicked after careful inspection. Certifications from recognized institutions (IGI, GIA) are in place to attest to the quality we promise. Finally, our jewelry is also hallmarked, to further ensure the highest quality,” Surali mentions of their practices in place.

Reflecting on their trip, Shivani was optimistic. “We wanted to introduce a brand that balances sustainability, affordability and quality and we are happy to say that we are achieving this. It has been a rewarding journey so far. When we receive messages from our customers telling us with excitement about how much they appreciate their diamond jewelry, it reaffirms our belief that we are on the right track.”

A contemporary brand with tasteful designs that offers you a totally sustainable approach to diamond jewelry. What more does a jewelry lover want?

Disclaimer: This is a company press release. No HT journalists are involved in the creation of this content.


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