business of fashion Fiametta

BoF: “Same Sparkle, Different Sell: Diamond Marketing Tries Something New”

In a deep dive into the evolving world of diamond marketing, BoF spotlights how lab-grown brands like Fiametta are redefining luxury-not through price, but through purpose. The article explores the shift from timeless heirlooms to everyday indulgence, with Fiametta positioned at the forefront of this narrative evolution.

Founder Merill Hollander shares how the brand invites a new kind of diamond wearer: one who values self-expression, ethics, and ease as much as elegance. Rather than emphasizing what’s lab-grown, Fiametta focuses on storytelling- partnering with boundary-pushing fashion names and featuring its diamonds on muses who defy traditional norms. 

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