Astrea London names Sarah Jessica Parker as new creative director

Actor and businesswoman Sarah Jessica Parker has been appointed global creative director and founding partner at Astrea London, the luxury jeweller specialising in lab-grown diamonds.

Parker, who is also known for her work as a producer and philanthropist, will collaborate with Astrea founder and chief executive Nathalie Morrison.

The company said the partnership brings together Parker’s “New York eye” and Morrison’s “European sophistication” to expand its international presence and promote sustainable luxury.

Parker said: “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.”

Her first collection of 12 designs will be released later this year. As well as leading creative direction, Parker will act as joint spokesperson and promote the company’s philanthropic work, which includes supporting education projects for underprivileged children.

Morrison said Parker “epitomises timeless style, innovation, and integrity” and would help the company “push boundaries” in jewellery design.

Astrea London added its latest collaboration with Parker would feature D-IF grade stones – among the rarest diamonds available – each certified by international grading institutes. The company described the move as part of its effort to set a new benchmark in sustainable luxury.

Astrea London, established in 2023, positions itself at the top end of the lab-grown diamond market, producing what it describes as the highest-quality stones.

It has boutiques in France, the UK and Greece, and will open three outlets in Dubai next month, including a flagship at the Mandarin Oriental Jumeirah.