Stuller expands lab-grown diamond shapes and demi-fine jewelry lineup

Stuller is widening the lane between fine jewelry and fashion, betting that the next diamond customer may enter through a sterling silver pendant or a lab-grown octagon before ever reaching a classic bridal mount. The supplier’s latest move pairs new fancy-shaped lab-grown diamonds with a larger demi-fine lineup, a signal that price sensitivity is no longer a side note in diamond jewelry. It is shaping assortment strategy.

At JCK Las Vegas, Stuller introduced elongated ovals, old mine elongated cushions and octagons in both faceted and step-cut styles, a notably design-forward mix for a company better known as a jeweler’s back-end engine than a trend setter. It also showed a new gemstone selector set built to help customers judge shape, proportion, size and scale, a practical tool that speaks directly to how shoppers now buy: visually, quickly and with a close eye on value. Fancy shapes matter here because they deliver distinction without relying on larger carat weight, which keeps the price within reach while still giving the case something fresh to show.

The same logic is driving Stuller’s broader demi-fine push. The category is not new for the company, but it has expanded amid high gold prices and consumers feeling pinched by ongoing inflation, with more sterling silver, 18-karat plated, 14-karat filled and vermeil options. Stuller defines the category as one for customers seeking “attainable luxury and versatile everyday styling,” and that phrasing is more than marketing copy. It is a map of where jewelry demand is moving: toward pieces that look substantial, wear easily and do not demand the financial commitment of solid gold.

Stuller has been laying the groundwork for that shift for more than a year. In April 2024, it launched its first lab-grown diamond jewelry catalog, with more than 1,500 jewelry items and more than 650 loose lab-grown diamond options, alongside new calibrated stones. By September 2024, its Fine Jewelry 2025-2026 catalog had grown to more than 750 pages and added 1,000 new styles across categories, including higher-carat-weight bracelet and stud earring options, 15 new bangle styles, 85 new metal hoop earrings and expanded lab-grown diamond pieces. Its 2026-2027 Findings & Metals catalog now lists more than 2,200 new items, including lab-grown diamond findings at “attainable luxury” price points.

For retailers, the message is plain. The customer base Stuller is chasing includes first-time diamond buyers, self-purchasers who want everyday sparkle, and trade-up shoppers who are unwilling to meet every purchase with a solid-gold ticket. Traditional diamond sellers should read the assortment the same way: the market is rewarding flexibility, lighter entry points and designs that make diamonds feel less ceremonial and more lived-in.