Effy Jewelry has announced its highly anticipated entry into the lab-grown diamond world with the launch of Promise by Effy: a visionary new brand redefining luxury for the modern era. This exciting expansion reflects Effy’s commitment to providing top-tier diamond jewelry at accessible price points—perfectly in line with the forward-thinking vision of beloved late founder Mr. Effy Hematian.

The Future of Diamonds

As demand for sustainable luxury continues to rise, Effy responded by introducing lab-grown diamonds to its collection—and the success was undeniable. Now, with the launch of Promise by Effy, Effy is going all-in on lab-grown diamonds, offering a wider range of dazzling, environmentally conscious pieces for today’s discerning customers.

Radiant Diamonds with a Conscience

Promise by Effy offers ethically crafted lab-grown diamonds from zero-emission foundries, setting a new standard for responsible luxury. With over 45 years of jewelry expertise, Effy ensures that each diamond is carefully selected from the finest sources, fully certified, and backed by a limited lifetime warranty, giving customers the confidence that they’re receiving nothing but brilliance.

Innovation at Its Core

At the heart of Promise by Effy’s collection is the Star Diamond line, a true state-of-the-art stone designed to outshine the competition. With 91 precision-cut facets and a signature six-point star at its core, these diamonds are crafted to capture light and attention in equal measure.

Continuing to break new ground in the industry, Promise by Effy is also introducing a one-of-a-kind Ring Builder feature, empowering customers to craft their ideal engagement ring from over 6,000 possibilities. This interactive tool is designed to deliver a personalized and unforgettable experience for each individual from the comfort of their own home.

Endless Possibilities Offered Online

The complete Promise by Effy collection is currently available exclusively online, with select styles available at the new Effy Hematian New York flagship store. Promise by Effy is the ultimate destination for modern, classic, and customizable lab-grown diamond jewelry. Whether you’re looking for an engagement ring that tells your story or a timeless piece to mark life’s special moments, Promise by Effy offers endless ways to express your unique brilliance. Please visit www.promisebyeffy.com to learn more.

About Effy Jewelry

With a 45-year heritage in fine jewelry and a global reputation, Effy Jewelry continues to captivate customers with its daring and timeless designs. The launch of Promise by Effy heralds a new era of bridal jewelry—one that is contemporary, forward-thinking, and perfectly attuned to the values of today’s generation.