A close-up, high-contrast image showcasing multiple iced-out moissanite tennis chains draped over a hand, paired with a fully pavé-set luxury watch and a heart-shaped ring. The stones emit intense brilliance under light, emphasizing the clarity, fire, and premium finish of Adamans’ VVS moissanite craftsmanship against a dark, moody background.

LONDON - Adamans Group Ltd rolled out its newest moissanite chain collection this week, betting that cost-conscious consumers will embrace lab-created gems that mimic diamond characteristics at prices below $300 per piece.

The launch comes as the global moissanite market continues expanding rapidly. Data from Grand View Research projects the sector will hit $2.1 billion by 2030, fueled by younger buyers who prioritize value over traditional luxury markers. That's up from just $680 million in 2022.

Calum Norman founded Adamans in 2019 after concluding the diamond industry was "overpriced and outdated," he said in an interview. "We're not asking people to settle for less. We're showing them there's a smarter option that actually outperforms diamonds in brilliance and durability," Norman said. The brand claims more than 120,000 customers globally, though that figure couldn't be independently verified.

The collection features VVS-quality moissanite pieces designed to pass standard diamond testing equipment. Moissanite, a silicon carbide crystal first discovered in meteorites, registers similarly to diamonds on thermal conductivity testers used by many jewelers.

Industry shifts are working in Adamans' favor. According to Jewelers of America, lab-grown diamond alternatives now represent nearly 10 percent of U.S. engagement ring purchases, up sharply from under 3 percent five years ago. Meanwhile De Beers reported natural diamond prices declined 15 percent in 2023 as consumer preferences shifted.

Norman said one social media video showing a moissanite chain passing a diamond test went viral and generated "thousands of orders" within 48 hours. The brand operates primarily through e-commerce, targeting consumers aged 18 to 35 who follow streetwear and music culture trends.

Research from Bain & Company's luxury goods studies indicates millennial and Gen Z shoppers increasingly value transparency and authenticity over traditional status symbols, creating openings for challenger brands across luxury categories.

The new collection ships globally with lifetime warranties. Adamans markets its products as waterproof and tarnish-resistant, blending what Norman calls "streetwear aesthetics" with fine jewelry craftsmanship. The company said it plans to explore physical retail partnerships in 2026 but provided no specifics on timing or locations.

Contact information and additional product details are available at the company's website, adamans.com.

Media Contact
Company Name: Adamans
Contact Person: Calum Norman
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Country: United Kingdom
Website: adamans.com