Stuller adds new lab-grown diamond shapes and engraving tools at JCK

At JCK Las Vegas, Stuller turned personalization into a question of speed. The company used its show-floor presence to introduce new lab-grown diamond shapes, fresh gemstone colors and a mini engraving machine, all aimed at making custom jewelry feel easier to design, easier to visualize and faster to finish at retail.

The new lab-grown assortment includes elongated ovals, old mine elongated cushions and octagons, offered in both faceted and step-cut styles. That mix matters because shape is often the first decision a client can truly feel, whether the goal is a quieter, antique-inspired cushion or a sharper, more geometric octagon with a cleaner edge. Stuller also added lab-grown gemstone colors in magenta, periwinkle and mauve, shades that widen the palette for birthstone pieces, anniversary gifts and bridal accents that want color without drifting into novelty.

Just as useful as the inventory itself was the way Stuller presented it. A gemstone selector set was built to help customers visualize shape, size, proportion and scale, and the company paired that with custom gray packaging designed to reduce wear and tear, plus a magnetic closure for storage. In a category where so much of the sale depends on confidence, those details lower the friction between idea and purchase. They make it easier to say yes to a ring, a pendant or a pair of earrings when there is no time for a lengthy back-and-forth.

Stuller also widened its demi-fine offering with more sterling silver, 18-karat plated, 14-karat filled and vermeil options, a deliberate answer to high gold prices and inflation. The company described the category as aimed at customers seeking “attainable luxury and versatile everyday styling.” That positioning reflects a practical shift in retail: buyers still want the look of precious jewelry, but they are increasingly reaching for materials and price points that leave room for frequent wear, gifting and add-on sales.

The booth story sat inside a larger JCK 2026 presentation that included more than 20 new and expanded selling systems across booths 13089 and 52097. Stuller said the showcase was focused on helping retailers “sell smarter” and “design faster,” a line that fits the company’s recent pace. Its 2025-2026 Fine Jewelry catalog included 1,000 new styles, more than 85 new metal hoop earrings and more than 15 new bangle styles, while its first lab-grown diamond jewelry catalog in 2024 featured more than 1,500 jewelry items and more than 650 loose lab-grown diamond options. The message in Las Vegas was clear: customization is no longer a slow, high-touch exception. It is becoming the showroom standard.