Sarah Jessica Parker Joins Astrea London: A New Era for Diamonds

For decades, her influence on global fashion and modern luxury has been iconic, and as an entrepreneur and cultural icon, she has embodied the essence of effortless style for her generation. Now, she steps into a new chapter: Meet Sarah Jessica Parker in her new role as the Global Creative Director and Founding Partner of Astrea London, the pioneering jeweller known for its world-class luxury lab-grown diamonds.

Founded by Nathalie Morrison just two years ago, Astrea London has already earned its place at the pinnacle of the diamond market, producing only the top one percent of stones worldwide. With Sarah Jessica Parker’s creative vision joining forces with Morrison’s entrepreneurial leadership, the partnership marks more than a collaboration; it’s a shared commitment to innovation, craftsmanship and responsibility.

At the heart of this partnership is a belief that diamonds should be both ethically sourced and exceptionally rare. Astrea’s collections meet the highest standards in the industry - D and E colour, VS2+ stones, while its newest collaboration with SJP introduces D-IF grade stones, a rarity that represents just 0.01% of diamonds globally. Each stone is certified by IGI, GCAL, and soon GIA, with advanced light performance grading that sets the brand apart from traditional jewellers.

For SJP, the role is as personal as it’s professional. “I have always believed in sustainability and innovation in design. Joining Astrea London feels like a natural step, together, we are embracing the future of diamonds in a way that is both responsible and beautiful,” she says. Beyond design, she will act as a global spokesperson, with part of the company’s yearly income dedicated to education initiatives and global philanthropic causes.

Already present in Provence, Windsor and Greece, Astrea London now looks to Dubai as its next major chapter. October will see the opening of three boutiques, including a flagship at Mandarin Oriental Jumeirah, alongside the launch of the region’s first Seven Carats Afternoon Tea Experience at Astrea’s partnered laboratory.

With Sarah Jessica Parker at the forefront, Astrea London is proud to set a new global benchmark for sustainable luxury and design-driven rarity; a step toward ‘the future of forever’ where diamonds are as much about lasting values as they are about beauty.

www.astrealondon.com | @astrealondon