About Us

The future of diamonds

Learn how pioneering CVD (Chemical Vapor Deposition) technology creates beautiful, ethically sourced and environmentally friendly diamonds.

A cycle of creation

The journey of an Avalon diamond begins with a thin diamond seed crystal, which forms the atomic template for diamond growth.

The diamond seed crystal itself comes from a previously grown diamond, creating a cycle of creation: one diamond creates a new diamond seed crystal, which in turn serves as the basis for the growth of other brilliant diamonds.

The Science Behind Stunning Diamonds

The diamond seed crystals are placed on a substrate plate in the plasma reactor. Carbon-containing gases are then introduced. By creating a plasma field, the gases are excited and carbon atoms split off.

These released carbon atoms are then deposited layer by layer, atom by atom, on the surface of the diamond seed crystals. This step-by-step process grows a 100% identical rough diamond.

Once the rough diamond is removed from the plasma reactor, it goes through the same grinding and polishing processes as a natural diamond. Experts carefully cut and polish the rough diamonds to achieve their final shape and brilliance. The result is stunning, eco-friendly diamonds:


We believe that jewelry is a way of self-expression; and how you show yourself to the world should have no limits. That's why we work with master jewelers to create jewelry that's right for you. Jewelry that you can express yourself with, that you can wear according to your preferences and that you can keep forever. You can live in our jewelry - it is made by master craftsmen and is the result of a sustainable production chain.


We work with the world's best jewelers to create high-quality jewelry at a fair price


All of our jewelry is designed by our collaborative design team. We are inspired by modern, sculptural design objects and patterns and celebrate the beauty of our natural materials - from the bright hue of a gemstone to the subtle sparkle of a diamond. And we always pay attention to one thing: you - because your personal style drives us. Each model is reworked countless times in collaboration with master jewelers to ensure that settings, length, individual chain links, clasps and the fit of rings and earrings are absolutely perfect - believe us when we say that no detail goes unnoticed or undiscussed, because we have set ourselves the goal of perfection. 


We are committed to fair prices and high-quality jewelry without the industry's traditional markups. We do things differently. To make luxury accessible, we work directly with the best jewelers around the world, cutting out the middleman and selling directly to you. Because we work closely with our jewelers, we get the best quality at an affordable price. This is how we ensure that you can wear high-quality jewelry every day, and not just on special occasions.


Our goal: 100% traceability of all our products.

“Fine jewelry for my damn self” is our motto, but when we make our jewelry, it is just as important to us that you can wear it with a clear conscience. Our entire production system – from material sourcing to manufacturing and branding – is designed to minimize our impact on the environment, support and empower our partners, and give back to our communities. We know how our materials are sourced and processed and the working conditions under which they were produced.


For our jewelry to be truly sustainable, we need to be able to track the impact each model has on people and the environment - from the origin of the materials to its final destination (you!).

Traceability and transparency are key factors in avoiding unintended, negative impacts at every stage of the manufacturing process and we are committed to the highest levels of sustainability. Given the numerous intermediate steps in the jewelry production chain, traceability can be challenging, but we are committed to continually implementing policies and processes to improve the traceability of our materials throughout our supply chain. This level of accountability is the future of modern luxury and we are committed to driving this change.

To achieve this, we have started favoring suppliers who are certified by the Responsible Jewelery Council. The RJC offers the most comprehensive set of rules internationally regarding health and safety, human rights, fair working conditions, corporate governance and environmental protection. We also select diamonds that comply with the Kimberley Process, which ensures the diamonds we use do not fuel armed conflict in high-risk countries. Although these guidelines are central to our brand, they cannot always ensure full traceability from mine to market.

As we are aware of this, we invest in processes that allow us to evaluate and expand the traceability of materials. We will also continue to work closely with manufacturers who have the appropriate traceability processes and certifications.


Tracing every single material back to its origin is a big task and we will continue to work closely with our partners to ensure we get it right. We must do this hard work if we want Avalon Deluxe to be a truly sustainable brand.