Sette: Redefining Self-Purchase in Jewelry with Lab-Grown Diamonds

Sette, under the guidance of founder Isabel Calvert, is spearheading a transformative movement within the jewelry sector, advocating for a significant shift in how women acquire jewelry. The brand actively promotes the concept of self-purchase, divorcing it from the traditional necessity of marking monumental life events. This perspective encourages women to buy jewelry simply for the joy it brings, challenging a long-held retail mindset.

Initially, Sette, a brand celebrated for its lab-grown diamond jewelry, anticipated a strong focus on bridal collections. However, customer preferences unveiled an unforeseen trend: an increasing number of women were selecting substantial solitaire diamonds, traditionally reserved for engagement rings, and adorning their pinky and pointer fingers. This organic shift led to Sette’s empowering philosophy, “Every finger is a ring finger,” celebrating personal style over conventional rules.

Calvert’s extensive background as a fine jewelry merchant plays a crucial role in shaping Sette’s product range, though customer feedback has proven to be an equally powerful influence. For instance, the perception of ring size has evolved dramatically. What was once considered a sizable 1-carat diamond for a pinky ring is now often viewed as modest by some customers. This change in perspective is largely attributed to the widespread adoption of lab-grown diamonds, which have made larger stones more attainable and have expanded consumers’ imaginations regarding diamond dimensions.

This evolution in taste extends beyond rings to other jewelry categories. Calvert notes a departure from the delicate, layered jewelry styles that dominated the market for years. Customers are now gravitating towards more substantial designs, featuring larger stones and unique combinations. The rise of lab-grown diamonds has made it possible to offer grander proportions that were once financially prohibitive for many shoppers. Calvert highlights that requests for 5-carat lab diamond earrings, totaling 10 carats, are no longer uncommon, a phenomenon unheard of just a few years prior.

Furthermore, fancy-shaped diamonds are gaining popularity. Enhanced availability means consumers are no longer limited to round diamonds but can build diverse collections incorporating pear, marquise, or emerald cuts. This trend redefines staples like the tennis bracelet, suggesting the need for multiple variations, each offering a distinct sparkle and energy. Color has also made a strong comeback, with Sette’s green lab-grown diamond Coquette ring surpassing the popularity of its yellow and pink counterparts. Calvert observes that her clientele is increasingly adventurous, mixing and matching vibrant colors, moving beyond basic designs.

An interesting aspect of Sette’s customer behavior is the “collecting” pattern rather than purchasing entire looks at once. Shoppers often start with a signature piece, such as a Coquette ring or a Muse design, and gradually build their collection over time, driven by personal preference. Earrings, in particular, are frequent repeat purchases, as customers seek variety to complement different outfits.

Calvert’s pricing strategy is also customer-centric; she intentionally designs products below $2,500 and incorporates sterling silver options to provide accessible entry points for online shoppers, ensuring quality is not compromised. She also maintains a focused assortment, believing that each piece must serve a distinct purpose. Calvert also addresses the reluctance of some independent jewelers to embrace lab-grown diamonds, arguing that by not offering them, retailers risk losing customers who will inevitably seek these products elsewhere.

Calvert challenges the notion that lab-grown diamonds necessarily lead to reduced spending. Instead, she finds that her clients are investing the same amount but acquiring more jewelry with a significant presence, leading to greater enjoyment. The purchasing equation has evolved to prioritize price, size, and quantity. Looking ahead, Calvert foresees sustained popularity for pinky rings, fancy shapes, and colored diamonds, along with an emerging interest in texture, charms, and customizable pieces, signifying the obsolescence of traditional jewelry purchasing norms.