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Picture this: you’re turning your diamond ring around to hide it on the subway. It’s a classic city survival tip, right? Well, Sarah Jessica Parker is officially retiring that move. The woman who taught us everything about fashion as Carrie Bradshaw is now on a mission to get us to flaunt our sparkle—guilt-free!

And how? With a game-changing partnership that’s as brilliant as the stones themselves.

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Meet Astrea London: The Diamond Disruptor

Move over, mined diamonds! SJP has joined forces with Astrea London as their Global Creative Director, and it’s a match made in heaven. This isn’t just another celebrity endorsement. She’s designing 12 special pieces for the brand’s brand-new flagship boutique opening next month at the Mandarin Oriental Jumeirah in, you guessed it, glamorous Dubai!

But here’s the clickbaity part: these aren’t your grandma’s diamonds. Every single stunning piece feature lab grown diamonds.

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“But Are They Real Diamonds?” (Spoiler: YES!)

If you’re having doubts, you’re not alone. SJP admits she once had the same assumptions. But the truth is a revelation! Astrea London diamonds are in the top one per cent of diamonds worldwide, with GIA or IGI certification. As Parker herself puts it, “It’s all birthed from the exact same place.” They have the same dazzling DNA as mined diamonds, just without the negative environmental impact.

This is sustainable luxury at its finest. The brand is built on a philanthropic arm, supporting causes like helping a 13-year-old orphan. It’s jewellery that looks good and does good.

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Why Dubai is the Perfect Stage

This launch couldn’t be anywhere else! While we hide our jewels in other big cities, Dubai is the place to show off. Parker and Astrea London founder Nathalie Morrison praises the city for being forward-thinking and incredibly safe. It’s a place where opulence flourishes, making it the ideal home for a brand that encourages you to wear your diamonds from day to night.

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Get Ready for the Ultimate Heirloom

Think lab grown diamonds are just for younger shoppers? Think again! The brand’s biggest fans are actually women in their 50s! Parker’s designs are meant to be transformable, versatile legacy pieces—the kind you hand down. One necklace can be worn seven different ways! She’s creating vintage-inspired jewels that are anything but stagnant.

So, are we entering a future where a diamond is just a diamond, no label needed? Morrison hopes not. She’s proud of the “lab grown” name. As she says, “We don’t have to put hearts around the phrase ‘lab grown’ to make it look more beautiful – they are lab grown, and they are beautiful.”

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The bottom line? The era of conscious sparkle is here. And it’s more brilliant than ever.

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