86. Lab-grown diamonds were underestimated. Here's how they're disrupting luxury | Nathalie Morrison

Most people underestimated lab-grown diamonds. Conventional wisdom says that luxury is about heritage, exclusivity and the power of a brand. So why are consumers embracing them so quickly? And what does that tell us about the future of luxury businesses and the shift in consumer values? In this episode of All About Business, James speaks with Nathalie Morrison, founder and CEO of Astrea London. Her high-end jewellery brand focuses on ethical luxury, using the top 1% tier of lab-grown diamonds and 100% recycled gold to offer flawless purity that gives consumers more carats and less weight on their conscience. Within just one year of launching, Astrea hit $1 million in sales, prompting Nathalie to leverage her banking network to raise £4 million at a £14 million valuation. The company has since attracted celebrity backing from Sarah Jessica Parker, who became both an investor and creative director after meeting Nathalie in New York. Together, James and Nathalie explore the rapid shifts in consumer behaviour and the strategy required to position a disruptive brand at the highest end of a competitive market. They discuss the unique marketing channel she created by opening luxury boutiques inside world-renowned hotels such as the Mandarin Oriental, and the realities of challenging a century-old industry monopoly. They also examine the changing values of the next generation of consumers, why diamonds are built for emotional enjoyment rather than financial investment, and the power of cold outreach—even when it leads to one of the world's most influential style icons becoming a business partner. Timestamps 02:07 Nathalie Finance Background 06:45 How Lab Diamonds Are Made 14:43 Diamond Pricing Myths 22:27 Celebrity Investor Partner 29:10 Supply Chain And Quality 36:25 Scaling Challenges And Hiring Links: Follow James Reed on LinkedIn Follow Nathalie Morrison on LinkedIn Find out more Astrea London and their products here Submit your application to Reed’s Entrepreneurs Fund for a chance to a £20,000 grant HERE All About Business is brought to you by Reed Global. Learn more HERE This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk