British Vogue-approved local jewelry brand Lucce gives us the answer
“A diamond is forever.” It is one of the most successful marketing campaigns the world has ever seen. This unforgettable slogan is created by diamond mega-corporation De Beers, transforming the precious gemstone into a cultural symbol of love and undying commitment.
But what others may not know much about are De Beers’ other campaigns, in particular the “Real Is Rare, Real Is a Diamond”. It’s the brand’s response to the boom in lab-made diamonds, which began in the 1950s. Although it takes a trained eye and other tools to tell which is which, natural diamonds and laboratory are about the same, according to experts.
To help us better understand their difference, the pros and cons of buying one or the other, and the value that comes with buying a diamond, natural or man-made, Manila Lifestyle Bulletin has had a conversation with local jewelry brand Lucce. Founded in 2018 by husband and wife Michael and Christine del Mundo in Quezon City, Lucce is the result of their passion for gemstones, in particular moissanite, which has now led them to recognition by the international fashion magazine British Vogue.
First of all, how did your brand end up in the “Vogue’s Valentine” section of British Vogue?
We received an invitation directly from British Vogue. They stumbled across our Instagram and thought Lucce would be perfect to feature in an exclusive wedding campaign they’re creating.
Have you released a collection inspired by it? Can you tell us more about the “Vogue Collection” pieces? How are they different from your previous versions?
Yes, we were greatly inspired by the invitation from British Vogue. We have therefore channeled this inspiration to create new original and exclusive ring models for our customers. Rings from our “Vogue Collection” are actually featured in Vogue both in print and digitally. Modern designs make a bold statement of elegance and sophistication, perfect for the stylish woman. Here’s a little anecdote, each piece in the collection bears the name of the women in our team who laid the foundations of what Lucce is today.
Lucce also stands for ethical, eco-friendly and responsibly made jewelry. Why is this initiative important for the brand?
Our eco-conscious initiative is at the heart of Lucce. We believe our rings will help create new standards within the global fine jewelry industry that will ultimately reduce conflict mining and environmental destruction. As we make engagement and wedding rings, we believe they should represent the values of true love.
We’ve also partnered with OneTreePlanted.org to plant trees here in the Philippines for every piece we make and sell.
Is there a difference between lab-grown diamonds and moissanite?
We use both premium moissanite and bab diamonds in our rings. Yes, they have similarities and differences. Both are grown in the lab and are free from mining. To the naked eye they look somewhat alike, but they are scientifically and chemically different from each other. Lab-grown diamond is pure carbon, just like a mined diamond, while moissanite is silicon carbide. They also differ in their optical properties, moissanite has a higher brilliance, fire and sparkle than lab-grown diamonds according to the Gemological Institute of America (GIA).
What is the common misconception about these stones?
Unlike the United States, Europe and Australia, Filipinos are still unaware of the beauty of lab-grown gemstones. One of the questions that usually arises is “are they real?” Yes absolutely! The laboratory diamond is 100% a diamond with the same physical, chemical and optical characteristics as a mined diamond. Moissanite is a real and unique gemstone originally discovered in a meteor crater in Arizona.
Why are they as beautiful and brilliant as mined diamonds?
Both moissanite and lab-grown diamond are beautiful and amazing gemstones. We, as well as our customers, have no doubt that they are as stunning as other mined gemstones. One of the main reasons Lucce fell in love with moissanite and lab-grown diamond is their eco-consciousness and social impact in addition to their undeniable beauty and brilliance.
Check out more jewelry from Lucce on Instagram
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