My big idea: Astrea London lab grown diamonds

Hi! What's your elevator pitch?

Astrea London is a premium lab-grown diamond brand combining advanced technology with world-class design. Every Astrea diamond is independently certified by IGI or GIA and graded D, E, or F for colour. Our ethos is simple – beauty and integrity should go hand in hand. We believe this is what modern luxury should look like.

Why does the market need it?

People are asking more of the brands they buy from, and lab-grown diamonds offer something beautiful, transparent, and fairly priced. It’s not just about affordability – it’s about value for something modern, ethical, and deeply meaningful, at the price a diamond should be. Conscious luxury is surging in demand, and this is only the beginning for the industry.

At Astrea, we combine science with real craftsmanship – so our clients don’t have to choose between values and beauty.

Where is the business today?

Taking full ownership of the company this year was an important moment – both personally and for Astrea. I’m incredibly proud of what we’ve built so far, and of the team behind it. We’re stocked in two beautiful locations – the Fairmont Windsor Park and Villa La Coste in Provence – with plans to grow from there. This next phase is all about clarity, focus, and building a long-term brand with real purpose.

What made you think there was money in this?

I’ve spent most of my career advising and building businesses for high-net-worth clients. I understand what they value – discretion, detail, trust. When I began researching the lab-grown diamond market, I spent over a year properly studying the industry – and I saw a genuine opportunity to bring something new: a product that combined scientific brilliance with emotional meaning.

I did my homework. And knowing the luxury market, I could see the shift coming – towards transparency, sustainability, and deeper connection.

What's your biggest strength?

As a brand, we work with the best in the business. We have an exceptional team – gemologists, world-class designers, PhDs – people who truly know their craft. But beyond that, I think what makes Astrea strong is that it’s personal. It was built with a sense of responsibility, not just ambition.

What is the secret to making the business work?

I know how to build businesses – once you understand the formula, the key is discipline. You need the right people, the right capital, and a clear focus on value creation. But above all, you have to listen – to the market, to your team, and to your instincts. Then execute with consistency, without being distracted by the noise.

How do you market the company?

We take a very personal and organic approach. We work with ambassadors who genuinely believe in what we do and reflect the values of the brand. We also rely on word of mouth, private client relationships, and intimate events. It’s relationship-led. Our clients come to us for something that feels considered – not mass-produced.

And of course, it’s always special to see an Astrea design worn on the red carpet – those moments speak for themselves.

What funding do you have? Is it enough?

We’re growing the business privately with a small group of investors who really believe in Astrea. We’ve just raised £3 million on a £15 million valuation. That funding supports the next growth phase – and we have big plans ahead, especially as we open new stores globally.

Tell us about the business model

We’re direct-to-consumer with a strong online shop and also have physical retail in high-end locations like the Fairmont and Villa La Coste – and more opening soon. We also host very successful VIP ‘Tupperware-style’ jewellery evenings – intimate client events in private homes – which our clients absolutely love. We are growing in all areas of the business and our business model supports this.

What were you doing before?

I worked in wealth management for many years – I co-founded and built firms in Mayfair, both of which were acquired. Before that, I helped launch the international division at the Coutts Private Office. It was demanding work, but I loved it – luckily, I was very good at golf, so I used to do deals on the course and often beat my colleagues!

Astrea is very different on the surface, but underneath it’s the same principles – trust, detail, and long-term thinking. It’s not my first experience in luxury either – my family and I own and run several vineyards in France (St Emilion, Pomerol) and South Africa. I understand the world of refinement, legacy, and customer service – and I bring that experience to Astrea.

Are there any technologies you've found useful?

What excites me most is the innovation in the diamonds themselves. Lab-grown diamonds are already being used in oncology, water purification, and high-performance optics. We follow those developments closely – because this material has so much more potential than people realise.

We’re also committed to ongoing R&D – not just in jewellery, but in how diamonds can change lives. Giving back is central to our world.

What is the future vision?

Astrea will become a global reference for conscious luxury and lab-grown diamonds – a brand people turn to when they want something beautiful, meaningful, and made with care.

We’re growing – but we’re doing it on our terms. And at the same time, we continue to support education in Africa through our non-profit, Sumbandila. For me, that balance – between business and impact – is the real goal.

For more information about Astrea London visit https://www.astrealondon.com/

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