Canadian designer Reena Ahluwalia debuted her designer jewellery line The Moments from Nurture By Reena at the Hong Kong Jewellery & Gem Fair June 2014, merging lab-grown diamonds and wearable modern technology including social network together. Diamonds have been seen in her material choices since she started designing jewellery. In an exclusive interview with Hong Kong Jewellery, she shared the philosophy of her creation featuring fully-disclosed and certified lab-grown diamonds, which reflects her passion and initiative for lab-grown diamonds marketing.
“The choice to use lab-grown diamonds is a personal and artistic expression. Nurture By Reena does not endorse the term ‘synthetic’ and deems it inaccurate, as we believe that in the context of a diamond it leads to a perception of its being ‘not genuine’ , ” she said.
When talking about the acknowledgement and consciousness of lab-grown diamonds in the generic jewellery market, Ahluwalia said: “Consumers are looking for a choice. There is a seismic shift in consumer values and ethical issues are high on the list of core values. Stewardship of environment, origin of materials and sustainability are important to jewellery consumers.”
The Moments collection is patent pending featuring floral motifs setting with colourless, pink or yellow lab-grown diamonds in the centre accented with small natural diamonds. On the back of each piece, a QR code inscription allows the buyer to share personal messages and photos to his or her beloved partner through the specially-developed application ‘The Moments App’. The wearer can see those messages and photos by simply scanning the QR code on a smart phone.
Ahluwalia notes that using QR code technology opens the door to a unique ecosystem that allows you to attach your most precious moments to your jewellery. The lab-grown diamond jewellery flips to reveal discreetly a QR code which is hidden from the view when the jewellery is worn.
Offering layers of differentiation through various degrees of personalization, each piece of Reena Ahluwalia’s jewellery has been fingerprinted by the modern technology.
“Our brand value is to nurture love and happiness, earth and humanity, which is a vision as well to grow,” she added.
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