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New Brand to Bring Lab-Grown Diamonds to Brazil

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Sexto Elemento, a jewelry line that aims to introduce lab-grown diamonds to Brazil, will debut Feb. 10 at Feninjer, the São Paulo trade show.

Former Signet and Swarovski executive Georg Leifheit is owner and president of the new brand. Brazilian designer Andrea Paes will create the jewelry, featuring motifs inspired by nature, music, fashion, and architecture.

Leifheit started the brand because he saw an opportunity to introduce lab-grown diamonds to a fresh audience.

“Brazil is relatively new to lab-grown,” he tells JCK. “Maybe some international travelers have seen it in the U.S., but it’s still mostly unknown to the majority of the population.

“I’m sure a lot of retailers will be resistant to lab-grown, similar to how they were in the U.S. There’s a lot of education to do and patience to show but we are confident it’s an enormous opportunity.”

The new brand will be fashion-oriented, as Brazil doesn’t have a big bridal diamond business, but Leifheit believes that “lab-grown has a long future, and it is a longer future in fashion than in engagement.”

Leifheit has served as Signet’s vice president of strategic sourcing and Swarovski’s global head of jewelry product development, and also held positions at PAJ and James Avery.

Top: the SuperNova ring (photo courtesy of Sexto Elemento)

By: Rob Bates

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