Synthetic diamond producer Pure Grown Diamonds Inc. has announced its first bridal jewellery collection across 300 retail stores in the United States. A company press release online said the collection consists of Type IIa diamonds in a variety of shapes and styles.

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The New Jersey-headquartered company, formerly known as Gemesis, was the first to adopt high pressure and high temperature (HPHT) technology for the mass production of synthetic diamonds. After its acquisition by the family of diamond dealer Jatin Mehta, the company took on its current name in 2014.

“We pride ourselves in creating sustainable, eco-friendly diamonds of the future,” said company director Suraj Mehta, quoted in the online release. “We are thrilled to continue to support our retailers and introduce our first-ever collection of unique, quality pieces for brides to wear on their special day and for years to come.”