Grown, not dug

Grown, not dug.

A diamond is carbon arranged properly. Where it was arranged is a story, not a value.

We buy ours from a lab, where they are grown by CVD and graded the same way a mined stone is graded. The larger pieces ship with an IGI certificate. We set them in solid 14k gold, ship them from a warehouse in the United States, and sell them at a price we can say out loud.

No mine. No middleman. No “starting from”. No drama.

What that means in practice

The half-carat studs are $348. That is the whole price. The chains and bracelets are solid gold, weighed in grams on every product page, not plated and not hollow. If a piece is 10k rather than 14k, the page says so.

We photograph the jewellery on people, in daylight, because that is where it lives. Some of those people are generated and are labelled as such on Instagram. The jewellery in the pictures is real and it is the jewellery you receive.

Who we are

iLure is two founders and a small US warehouse. We started because we were tired of jewellery that was either fine or affordable and never both, and tired of an industry that treats the customer as someone to be managed.

We ship free within the US, with tracking. Returns are simple and the terms are on the FAQ page. If something is wrong, write to us and a founder will answer.

The draw

Every order placed before 31 December enters the $4,146 diamond eternity ring draw. One entry per order, free entry available, rules on the Promotions page.

If that offends the old jewellery business, good.