Luxury lab-grown diamond brand Astrea plans to enter Saudi Arabia early next year as demand for sustainable jewellery accelerates across the Gulf, according to Founder and Chief Executive Natalie Morrison.
Speaking with Arabian Business, Morrison commented that Astrea could open in Riyadh by February or March 2026, following the performance of its three new outlets in Dubai, including its flagship at the Mandarin Oriental Jumeira.
“Ten per cent of the women at my charity rally this year were from Saudi and they are crazy about lab diamonds,” she said. “They love the fact that it is sustainable and allows them to express themselves with freedom. Riyadh will probably be my next destination.”
The British entrepreneur said interest from Saudi women reflects a wider regional shift in consumer attitudes toward sustainable luxury and ethical sourcing.
“Saudi consumers are forward-thinking, value-driven and passionate about quality. The appetite there is incredible,” Morrison added.
The Co-Founder of Astrea described Dubai as one of the fastest-growing markets for lab-grown diamonds globally, citing its pro-business environment and reputation for safety.
“You can wear big diamonds here and feel safe, which is a luxury today,” she said. “The government backs innovation and sustainability in a way that the world should envy.”
Astrea has grown rapidly in its first 18 months, achieving a £15M valuation following new investment rounds and a global partnership with actress Sarah Jessica Parker, who owns 10 per cent of the company and serves as its Creative Director.
