Smart Diamonds (jewelry chain)

History

2025: Chain of Stores Launch

In December 2025, the large jewelry chain 585 Golden announced plans to open four monobrand stores to sell grown diamonds. Retail outlets under the sign of Smart Diamonds are launched in Moscow, Krasnodar, Krasnoyarsk and Novosibirsk. In the event of a positive market reaction, the network will be expanded.

Stanislav Koloskov, marketing director of the 585 Golden jewelry chain, said that the grown diamonds represent a natural development of the industry. According to him, the new brand is designed to change the perception of such stones, combining the emotional value of jewelry with progressive technology.

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Фото: news.585zolotoy.ru

Diamonds used in the brand's products are created using high-tech methods that reproduce the natural processes of stone formation. In terms of the main characteristics - chemical composition, physical and optical properties - they are completely identical to diamonds extracted from the bowels of the earth.

The key differences are in origin and cost. Production in laboratory conditions takes several weeks, which makes the final product 30-50% more accessible than natural analogues. This approach is also considered more ethical and environmentally friendly, as it excludes traditional mining.

Each Smart Diamonds decoration is accompanied by a digital passport with a QR code. When scanning it, the buyer receives complete information about the characteristics of the purchased product.

Other market participants, such as Sunlight and Sokolov, also offer collections with lab diamonds, but do not consider opening separate stores to sell them. According to the Jewelers Guild, the share of jewelry with artificial stones in the total sales of products with inserts in the Russian Federation increased from zero in 2023 to 25% in 2025.^[1]

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