Stuller expands lab-grown diamonds, demi-fine jewelry and customization tools

An old mine elongated cushion, the kind of soft-shouldered shape that can make even a simple ring feel heirloom-worthy, sat at the center of Stuller’s JCK Las Vegas push. The company paired that silhouette with a mini engraving machine, new lab-grown diamond cuts and a wider demi-fine assortment, making a clear bet that personalization is now part of the value proposition at lower price points.

Stuller introduced new lab-grown diamonds in elongated oval, old mine elongated cushion and octagon shapes, available in both faceted and step-cut styles. It also said natural diamonds are now available in the old mine elongated cushion shape, a cut that has been gaining traction in the market. For jewelers, that matters because the shape itself carries visual nostalgia, while the lab-grown versions let customers reach for the look in a more accessible way. The same logic extended to new lab-grown gemstone colors in magenta, periwinkle and mauve, shades that are less about classic jewelry convention than about giving a ring, pendant or pair of earrings a more individual point of view.

The company’s demi-fine expansion pushed even further into that idea of attainable luxury. Stuller added more sterling silver, 18-karat plated, 14-karat filled and vermeil options, positioning the category for customers who want versatility and a polished, fine-jewelry appearance without the full cost of solid gold. In Stuller’s own framing, demi-fine blends style, durability and affordability, using affordable metals and layered gold techniques to create a look that reads as elevated but lands at a lower price point. That pitch is sharpened by the current market, where high gold prices and inflation have made lighter, more flexible options increasingly attractive.

Stuller’s broader catalog strategy shows the same direction. Its 2025-2026 Fine Jewelry catalog included 1,000 new styles and an expanded lab-grown diamond selection, while the 2026-2027 mountings catalog brought more than 400 new styles, nearly 500 bridal options, more than 100 additions to best-selling designs, 80 new setting components and 30 new shank styles. The mounting assortment also added lab-grown diamond options in fashion rings, family jewelry and neckwear, answering growing customer demand with more design pathways.

At JCK Las Vegas, Stuller also highlighted more than 20 new and expanded selling systems, with booth locations at 13089 and 52097. The company has been building toward this for months, and its 2026 trend direction makes the reasoning explicit: consumers are seeking jewelry filled with meaning, symbolism and individuality. In that context, Stuller’s latest moves are less about product count than about giving jewelers more ways to turn a gift, a bridal order or a commemorative piece into something personally specific.