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Astrea London has announced the appointment of actor and entrepreneur Sarah Jessica Parker as global creative director and founding partner.
The company, founded in 2023 by chief executive Nathalie Morrison, said Parker will help shape its creative direction and global brand strategy while promoting its social impact initiatives.
Parker is among the first high-profile figures to back the use of laboratory-created diamonds in the luxury market. Her appointment, announced on 23 September, marks a partnership that the company said combines “New York creativity with European sophistication”.
As part of her role, Parker will act as joint spokesperson for the brand and contribute to its philanthropic programmes. A portion of Astrea London’s annual income is earmarked for education projects supporting underprivileged children and other global causes.
She is also overseeing design work for the jeweller’s next collections and plans to release a series of 12 cornerstone pieces later this year.
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.”
Nathalie Morrison, founder and CEO, added: “Sarah Jessica epitomises timeless style, innovation, and integrity, qualities that define Astrea London. Together, we will continue to push boundaries, creating jewellery that not only represents the highest craftsmanship but also redefines what it means to own a diamond in today’s world.
“With no limit to what can be done, Astrea London will set a new global benchmark for sustainable luxury.At Astrea we embrace the beauty of diamonds and their rich heritage and we look to elevate diamonds using technology and science to create perfect stones of any colour certified to the highest standard possible.”
The company operates boutiques in Provence, Windsor and on the Greek island of Kea, and will open three outlets in Dubai this month, including a flagship store at the Mandarin Oriental Jumeirah.
