By Michelle Graff
A ring from the House of Eléonore’s Paradise collection, which is now being sold on Amazon. It is 18-karat Fairtrade gold set with a 0.30-carat lab-grown fancy blue diamond and retails for $2,750. Inc. now is carrying a line of lab-grown colored diamond jewelry from an Amsterdam-based company partly owned by Royal Asscher.

House of Eléonore is a joint venture among Dutch entrepreneur Bernd Damme, Royal Asscher and a few smaller shareholders. Its headquarters are located in the same building as Royal Asscher, a 162-year-old family-owned diamond company that still holds claim to cleaving the biggest diamond ever found. (Joseph Asscher cut the 3,106-carat Cullinan in 1908.)

House of Eléonore’s “Paradise” collection launched on Amazon earlier this month and currently consists of 29 pieces set with lab-grown blue, pink, yellow or orange diamonds in 18-karat Fairtrade gold. Retail prices range from $550 to $9,990.

Damme said that selling colored diamonds--which are rare and expensive in their natural form--that are lab grown on a platform like Amazon makes “a full range of colorful stones … available to a wider audience at a lower price point.”

Royal Asscher has experimented with fashion jewelry set with lab-grown colored diamonds before; in 2013, the company introduced a line called “Rebel Chique” that was sold online only. That collection is no longer being manufactured.

In addition to Paradise, Amazon sells House of Eléonore jewelry set with mined diamonds, though Damme said that going forward in developing collections for Amazon, they will focus more and more on laboratory-created diamonds.

He also said that while Amazon already carries some non-branded jewelry set with lab-grown diamonds, this is the first time to their knowledge that the e-tailer has sold a brand focused on lab-grown diamonds. Amazon did not respond when asked to verify this claim.

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