Ernest Seoul Hosts Pop-up Store at Hyundai Department Store Apgujeong Main Branch

Lab-grown diamond jewelry brand Earnest Seoul will hold a pop-up store at Hyundai Department Store Apgujeong Main Branch until November 16.

Earnest Seoul is a brand launched by Creative Director Moon Seol-ah, who was in charge of branding for 'Gentle Monster,' and it advocates "contemporary fine jewelry that can be worn as fashion items in everyday life."

Lab-grown diamonds (Lab Grown Diamond, hereafter Lab Diamond) are diamonds grown in a laboratory from natural diamond seeds. They are physically and chemically identical to natural diamonds mined from nature, and unlike diamond substitutes such as cubic zirconia or Swarovski, they are classified as diamonds. Because they have the same physical properties as diamonds, when polished as loose stones, they have the same luster and sparkle as natural diamonds, while their price is about one-tenth that of natural diamonds based on unmounted loose stones.

Director Moon said, "With the advent of the Lab Diamond era, women's choices for consuming diamonds as fashion items have become much broader than before," adding, "Earnest Seoul will continue to introduce unique items with various sizes, shapes, and colors possible only because they are Lab Diamonds, as well as practical jewelry that can be worn daily."

In a recent live broadcast at Shinsegae Department Store, Earnest Seoul sold out 100 pieces of 1-carat Lab Diamond rings within 30 minutes of the broadcast, creating a big sensation in the industry.

Currently, Earnest Seoul products are available not only on the official mall but also at Hyundai Department Store Pangyo Branch on a regular basis, and from December, they will also be available regularly at Shinsegae Department Store Gangnam Branch and online at Lotte Duty Free.

This content was produced with the assistance of AI translation services.