Brisbane Jewellers Adam Graham and Paul Mellers Launch Lab-Grown Diamond Brand LOHR

A 3ct east-west marquise solitaire. An 8.8ct round brilliant tennis bracelet in 18ct white gold. These are not the vault pieces of a legacy auction house — they are the opening statement from LOHR, a new fine jewellery label launched on March 11 by Brisbane jewellers Adam Graham and Paul Mellers out of their AG Designer Jeweller practice.

The brand debuted simultaneously online and at a showroom on Level 3 of 214 Elizabeth Street in Brisbane's CBD, with a debut collection built around classic solitaire and signature ring silhouettes, weighted heavily toward the engagement and bridal category. Every piece is set with certified lab-grown diamonds, which LOHR and the Australian Business Journal assert share the same chemical composition and durability as mined stones. Which certification body grades those diamonds, whether IGI, GIA's lab-grown reports, or another grading lab, is not specified in LOHR's current materials — a detail worth confirming before purchase.

Graham and Mellers bring what they describe as decades of craft from AG Designer Jeweller, billed as Brisbane's leading luxury jeweller, into this new label. "We created LOHR for women who want to invest in jewellery that's beautiful and meaningful, and are seeking exceptional quality — without the traditional price tag of mined diamonds," said Adam Graham. "There was a clear gap in the market for pieces that feel luxurious yet attainable, and lab-grown diamonds let us deliver exactly that. LOHR is about giving a generation of conscious, style-led women access to fine jewellery they can wear every day."

The debut lineup makes the pricing argument concrete. The Vandam Round Brilliant Cut Tennis Bracelet, set with 8.8 carats of round brilliants in 18ct white gold, starts at $5,950. The Mercer East-West 3ct Marquise Solitaire Engagement Ring starts at $10,390. The York Bezel Set Tennis Necklace in 18K yellow gold is listed at $16,800. The Dover Emerald Cut Solitaire Swept Shoulder Engagement Ring rounds out the engagement offerings alongside the Aurora, an east-west marquise set in 18K yellow gold. Whether these prices represent meaningful savings against mined-diamond equivalents depends on current mined-stone pricing and comparable craftsmanship, but the positioning is clearly aimed at buyers who want fine jewellery that reads as luxury without the provenance premium of earth-extracted stones.

LOHR's brand language leans into everyday wearability rather than occasion dressing — "Refined for Life, Not Occasion" and "Designed for a Lifetime" are the phrases stitched through the site. The strategic logic of launching a separate label rather than expanding AG Designer Jeweller under its existing name has not been publicly explained by the founders, but the move creates a distinct identity unburdened by the heritage jeweller's existing positioning.

The showroom at Suite 302, Level 3, 214 Elizabeth Street operates Tuesday to Friday from 9:30am to 4:30pm and Saturday from 9:30am to 2:00pm. Private in-person consultations and virtual appointments are both available; bookings can be made by calling 0402 397 075. The lab-grown diamond market, cited in LOHR's launch materials, is projected to reach nearly $100 billion globally by 2034 — a figure that helps explain why two established fine jewellers decided now was the moment to build something new.