Lab-grown diamond jewelry brand Heirest is launching globally on August 10, entering the market with a digital-first model that prices items between $900 and $22,000, according to founder Liam Whittaker. Whittaker, a former chief operations officer at global retail company Zuru, stated that the brand aims to be 5% to 40% cheaper than mainstream competitors by eliminating traditional retail overhead.
The global jewelry industry has operated on a century-old model burdened by high bricks-and-mortar rent, millions tied up in inventory, staffing costs, and large marketing campaigns, according to Whittaker. Heirest removes those expenses by utilizing a digital-first experience while sourcing suppliers from two distinct manufacturing areas in India and China.
Lab-Grown Diamonds and Market Shift
According to data provided by Whittaker, lab-grown diamonds accounted for roughly 0.3% of all United States engagement ring sales in 2010, a figure projected to reach 61% by 2026. Heirest features exclusively lab-grown stones that are hand-selected to fall between D–F color and VVS1–VS2 clarity, which Whittaker claims results in stones that are optically flawless.
“One thing people understand now is that these lab-grown diamonds are structurally, chemically and optically identical,” Whittaker said. “The only difference is you get a certification saying one is from a lab and the other’s natural. That’s it.”
Whittaker noted that while lab-grown diamonds are cheaper than mined stones, consumer sensitivity to price has increased. He stated that diamonds previously served as a primary benchmark of affluence, but widespread access has shifted the primary driver of value toward hyper-personalization.
Real-Time Online Configurator and Manufacturing
Heirest relies on a real-time online configurator featuring more than 125,000 combinations. Customers can design pieces ranging from diamond tennis necklaces and bracelets to pinky rings and stud earrings by selecting styles, metal types, cuts, carats, and engravings.
Whittaker explained that the website uses predictive code logic to anticipate user selections and optimize loading times, updating both the interactive visual and the price in less than a second. Once finalized, artisans cut, set, and polish each piece by hand, with delivery taking two to four weeks via DHL.
Did You Know?
Heirest has already generated nearly $600,000 in organic sales prior to its official launch, with roughly $120,000 of that total occurring over a two-and-a-half-month period, according to the brand.
Global Launch and Retail Pop-Ups
To establish credibility ahead of the August 10 global rollout in English-speaking countries, Heirest is running a pop-up site in Britomart for Auckland Fashion Week, with another pop-up planned for Sydney before the end of the year. Whittaker noted these physical touchpoints allow customers to try on items and interact with the configurator on large displays.
“The idea is that people can come in, try things on, interact with the brand and play with the configurator on these massive displays,” Whittaker said. “What’s probably more important for me is not the impact we’re having on that small number of people, but it’s capturing the content and then showing people in Australia and the UK that we exist in the real world.”
Purchases arrive with a custom jewelry box containing a metallic, scannable card with diamond certifications, insurance documentation, and care instructions. The packaging also includes physical copies of documents, a travel pouch with a cleaning cloth and sizing kit, and a ceramic tile infused with a brand-specific fragrance.
Frequently Asked Questions
When is Heirest launching globally?
Heirest is launching globally in English-speaking countries on August 10, according to founder Liam Whittaker.
What is the price range for Heirest jewelry?
Prices range from $900 through to roughly $22,000, depending on the custom design and materials selected.
Are Heirest diamonds real diamonds?
Yes. According to Whittaker, Heirest uses lab-grown diamonds that are structurally, chemically, and optically identical to mined diamonds.
How are Heirest products delivered?
Every piece is made to order and shipped globally via DHL within two to four weeks, accompanied by custom packaging and verification documents.
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