Laboratory created Tru-Diamonds™ are the world’s best simulated diamonds and are widely recognized as the most authentic, affordable and ethical alternative to expensive, environmentally damaging mined diamonds. To the naked eye - even of a professional jeweller - these amazing diamond simulants are practically indistinguishable from top-grade mined diamonds; only their molecular make up is different. They look, feel, and wear just like fine mined or synthetic diamonds, but cost a small fraction of the price. Created in state-of-the-art facilities, Tru-Diamonds™ are far kinder to the environment than mined diamonds, where up to 250 tons of earth must be blasted and excavated to find just one carat of gem quality diamond. What’s more, with Tru-Diamonds™, you can be sure they’re not blood diamonds because we know where and how each of our gems is created and cut.

Simulated diamonds are non-mined gems with similar optical and physical characteristics to diamonds, but with their own unique molecular make up and chemical composition. Each gem is cut, polished and crafted under the most stringent criteria of colour, quality, size, and shape, resulting in gems with the brilliance, fire and lustre usually seen only in rare, top-grade diamonds. There are several types of simulated diamonds on the market today including moissanite, cubic zirconia, white sapphire, clear quartz, crystal, et cetera. Like their mined diamond counterparts, these gems vary in quality, consistency and price - but not all simulated gems achieve the authentic look and feel of natural mined diamonds, because not only does the gem need to look like a diamond, but it must also compare favourably to mined diamonds in terms of the “four C’s” that gemmologists use to grade diamond gemstones. Experts agree, Tru-Diamonds™ are the very finest simulated diamonds available today. They have all the key characteristics required by the “four C’s” and they are the only brand to provide a comprehensive TRIPLE GUARANTEE for your protection. Simulated diamonds should not be confused with synthetic diamonds, which are laboratory created but have the same chemical characteristics as mined diamonds. These stones have been used for many years for industrial purposes and only more recently have they entered the jewellery arena. They are generally only marginally less expensive than their mined counterparts, and often contain flaws and inclusions which, in our opinion, makes them less appealing than top-quality simulated diamonds like Tru-Diamonds™.

Our popular Tru-Diamonds Boutique at 18 Brook Street, London in the heart of one of the world’s most prestigious shopping precincts, is closed due to redevelopment of the entire block. We are presently looking for another suitable location, but our online store is always open for our burgeoning family of customers around the globe. Online we have our full collection of styles for every taste and budget - and we regularly feature exciting promotions and discounts. Our No-Risk Money Back Trial ensures you’ll love showing off your Tru-Diamonds™ jewellery or get your money back, whilst our Lifetime Gemstone Guarantee covers your gem, and our Lifetime Replacement Warranty means you can replace your setting with new one if it becomes worn or jaded - although, properly cared for, it should last a lifetime.

The most important difference between mined diamonds and laboratory created Tru-Diamonds™ is the price, and the impact that each has on the environment. Consider the massive damage that diamond mining does to the environment, with up to 250 tons of earth blasted and excavated to find just one carat of fine gem diamond. What is more, mined diamonds have been used to finance conflict and exploit child labour causing misery for millions in their wake. No matter what assurances a jeweller gives you, it is impossible to know, with certainty, that your mined stone is not a Blood Diamond. Tru-Diamonds™, on the other hand, are created under controlled conditions that are kinder to the environment and leave no carbon footprint. And, because we know where each of our gems is created and cut, you can be certain that they are NOT blood diamonds. The other important difference is the price: Tru-Diamonds™ gems cost a tiny fraction of the price of their mined diamond counterparts. For example, a 1-carat solitaire ring with a top-grade mined diamond will cost you £9,000 to £12,000 whereas a similar ring set with a pure white, flawless Tru-Diamond will cost a mere £198 in an 18ct Gold Clad Setting. Another significant difference lies in their chemical composition and molecular make up: Mined and synthetic diamonds are pure carbon whereas Tru-Diamonds™ are zircon-based gems, formed by a scientific process that heats rare minerals to over 5,000 degrees Fahrenheit, resulting in a diamond-like, crystalline cubic form of zirconium dioxide (ZrO2) which, when synthesized, is super hard and optically flawless. A survey of British women, conducted in 2014, showed that the overwhelming majority did not know or care about the chemical composition of their gems so long as they look authentic, last a lifetime and stand up to normal wear and tear.

Tru-Diamonds™ are diamond-like, zircon-based gems, formed by a scientific process that heats rare minerals to over 5,000 degrees Fahrenheit, under strictly controlled conditions. This results in a diamond-like, crystalline cubic form of zirconium dioxide (ZrO2) which, when synthesized, is super hard and optically flawless. It should not be confused with zirconium silicate (ZrSiO4), sometimes erroneously called "cubic zirconium". The internationally registered trademark, Tru-Diamonds™, guarantees you the very finest gems we can find from this process. So strict is the quality control procedure for selecting Tru-Diamonds™ that every one of our gems comes with a lifetime guarantee that even the finest mined and synthetic diamonds, costing a fortune, cannot match.

Like diamonds, Tru-Diamonds™ gems can last a lifetime if properly cared for. This simply means cleaning your jewellery regularly and keeping it away from creams, lotions and harmful chemicals. Rings should also be taken off for gardening, dishwashing and other activities that may scratch or corrode the precious metal setting. In other words, your Tru-Diamonds™ jewellery must be cared for in the same way that you would care for expensive diamond jewellery. For more details, see Jewellery Care and Cleaning. Tru-Diamonds™ are exceptionally hard and durable, but like their mined counterparts, it is possible, although rare, that they get chipped or damaged. The advantage with Tru-Diamonds™ over mined diamonds is that, in the unlikely event that your gem should get damaged or discoloured, we replace your jewellery piece with a brand-new one; see our Lifetime Gemstone Guarantee for full details.

When you compare Tru-Diamonds™ to mined or synthetic diamonds using the “four C’s” that professional gemmologists use to grade fine diamonds, every Tru-Diamonds™ gem measures up to the very highest-grades:

1. Colour: The Gemmological Institute of America classifies diamond colours on a scale from D to Z with D (pure-white) being the rarest and most sought after. Every Tru-Diamonds™ gem is pure white, D or E colour.

2. Clarity: Less than 2 percent of mined diamonds are without internal flaws whilst all Tru-Diamonds™ gems are scientifically created to have no internal flaws (i.e. IF-grade).

3. Cut: Due to their irregular formation, mined diamonds cannot always be cut to perfect proportions, whereas Tru-Diamonds™ are always perfectly cut because they are created under controlled conditions. This maximizes their brilliance, sparkle, and lustre.

4. Carat size: The weight (and size) of mined or synthetic diamonds is expressed in “carats”. Tru-Diamonds™ gems are not identical in weight to mined or synthetic diamonds, but they are similar in size to their mined diamond counterparts.

Although Moissanite is a naturally occurring gemstone, all the Moissanite on the market today is created. Pure white Moissanite is rare, as most stones tend to have a green, yellow, or brown tint. This is in contrast to Tru-Diamonds™ where every gem is pure white in colour. Also, most Moissanite stones have minor internal flaws or inclusions, and some jewellers say that the internal facets can appear blurry when examined closely due to their crystal structure altering the light wavelengths unevenly within the stone. Tru-Diamonds™ are more stable, from an optical point of view, with ultra clean facet lines from the top of the gem.

Gold Clad and Platinum Clad Settings are made by fusing a generous layer of 4 microns of 18-carat Gold or .950 Platinum onto a solid core of sterling silver. This results in a far more luxurious product than vermeil which is plated with a maximum of only 2.5-microns of 10-carat gold. Jewellery set in our proprietary “clad” finishes looks like expensive diamond jewellery, but is yours for a fraction of the price. If properly cared for, these settings can stand up to many years of normal wear and are ideal for jewellery you don’t wear day-in and day-out over a long period of time.