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Selfridges selling LGDs at its Oxford Street store

Selfridges is selling lab grown diamonds at its flagship Oxford Street department store, in London, in a high-profile endorsement for the sector. Selfridges has struck a deal with The Diamond Lab that will mean it becomes the very first lab-grown diamond brand to appear in the Selfridges Wonder Room.

It follows Selfridges earlier this year adding pieces from lab-grown diamond jewellery brand Vrai to its offer online.

But a presence in the ultra-valuable space in-store is a much bigger endorsement of lab-grown gems targeting the luxury shopper rather than shoppers simply looking for cheaper options.

The Diamond Lab say it has 40 styles on offer and more than 1, 000 loose stones, including an exclusive-to-Selfridges yellow diamond set in bracelets, necklaces and anklets.

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