Selfridges is selling LGDs in its Oxford Street flagship store.

In a high-profile endorsement for the industry, Selfridges is offering lab-grown diamonds in its famous Oxford Street department store in London. A collaboration between Selfridges and The Diamond Lab will make it the first lab-grown diamond brand to be showcased in the Selfridges Wonder Room.

It comes after Selfridges earlier this year expanded its online selection to include items from the lab-grown diamond jewellery label Vrai.

However, a presence in the extremely valuable area of the store is a lot stronger endorsement of lab-grown diamonds aimed at the luxury consumer than it is of consumers merely seeking out more affordable options.

The Diamond Lab claims to have more than 1,000 loose stones and 40 different styles available, including a special yellow diamond set in bracelets, necklaces, and anklets for Selfridges.

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