“Etika jewelry® is designed to reflect beauty in simplicity: do good and feel good”

Basma Chaieri, the founder of Etika Jewels®, an online sustainable jewellery store with a positive impact, finds her inspiration in today’s women and their strength and inner power.

Born and raised in Tangier, Morocco, Basma obtained a master’s degree in International Business and an MBA focus on Entrepreneurship before launching her innovative vision of lab-grown diamonds and gemstones. She is also a certified diamond grader by the International Gemological Institute, making her venture well-informed. Having lived in 8 different cities around the globe, she experienced different cultures and considers herself a wholehearted citizen of the world.

Basma spent 12 years in the travel and digital industry working for reputable global names such as Booking.com and Expo 2020 Dubai. She sought a complete shift in her career with Etika Jewels to merge her professional and personal life around a purpose that would make the world a better place for future generations.

A mom of 2, Basma aspires to teach her children by example the values of confidence, inclusion, hard work and positive change. With a lifelong love of fashion and accessories, she pursued her desire to start a business that would empower women in her field of passion and beyond. She wanted to create a brand that allows women to feel good as they are. She encourages women to set the standards for themselves and has developed a brand that allies with that confident line of thinking. Etika jewelry® is designed to reflect beauty in simplicity: do good and feel good.

CityPages Magazine: You’re clearly a jewellery lover. Tell us a bit about your jewellery journey?
Basma Chaieri: I have always been a fashion and accessories lover, particularly a fan of jewellery; how one can play with it to upgrade any look with minimum effort. I have always loved having an extensive collection of jewellery so I can mix, layer, and match it with different styles and outfits. Yet, I wasn’t sure how I could financially afford both a large diamond jewellery collection and an ethical and eco-friendly approach. I could hardly find top-quality, conscious, and budget-friendly pieces. So most of the time, I had no other option but to buy trendy fast fashion jewellery, low-quality items that looked good at first but tarnished after wearing them 3 or 4 times. So practically, they were not cost-efficient if you calculated the price per wear. Also not sustainable for the environment if they ended up in the trash fast.
When I first heard of lab-grown diamonds, diamonds that are real, ethical, sustainable, plus more accessible in terms of pricing, I thought these were no-brainers. That’s how I decided to create a brand that will bring an alternative to women that will elevate any look, make them look fabulous, protect the environment, and offer value for money.

CPM: What sets Etika Jewels’s high jewelry apart other than the extraordinary balance of tradition, versatility and timeless design?
BC: Tradition, versatility, and timeless design best describe our collection and designs. On top of that, what sets us apart are our company values and commitments. They come down to being kind and responsible in two main ways:
Our offerings hold a feel-good factor. We guarantee our clients that the diamonds they get are ethically sourced and free from any conflict and child labor. We also extend this engagement to our packaging consisting only of eco-friendly and cruelty-free options, like our vegan leather boxes.
Our customer service focuses on being responsive and staying close to our clients. Although we don’t have a physical boutique yet, we are always available for them, taking time to listen to their requests, giving them options, and educating them about lab-grown diamonds. Clients come to us for styling recommendations when choosing a gift, and they also come with questions about lab-grown diamonds, to which we love responding!

CPM: What is the process to produce Etika Jewels’s lab-grown diamonds?
BC: Lab-grown diamonds are made in laboratories using either one of these two methods: the High-Temperature and High-Pressure (HTHP) method: A tiny seed of a diamond is placed into a chamber of heat and pressure, just like earth-grown diamonds. The combination forces the diamond crystal to grow. And the Chemical Vapor Deposition (CVD) method: A diamond seed is placed into a vacuum chamber filled with methane gases. Then, microwaves of heat and pressure are used to break down the gas molecules. The carbon atoms from the gas remain and fall onto the diamond seed crystal, turning it into a growing diamond.
Both methods can produce high-quality lab-grown diamonds with excellent colour and clarity. Our job is to carefully pick the diamonds of the highest quality and brilliance for our pieces.

CPM: Where do you produce them? What are the benefits of lab-grown diamonds?
BC: As it’s a relatively new and fast-evolving industry, new production units are regularly opening in the four corners of the world. As far as our production is concerned, our diamonds come mainly from the US, but also from India and Singapore.
The benefits of lab-grown diamonds are multiple: they are in every aspect identical to mined ones, sharing their quality, brilliance, and hardness. And they are even better in one little crucial part: being produced in a controlled environment, lab-grown diamonds are born to be free from Nitrogen, the chemical element that gives mined diamonds a yellowish tint. Another benefit is sustainability, which is guaranteed with man-created diamonds. People dig miles and miles down, removing, on average, 250 tons of soil and spending more than 100 gallons of water per carat of earth-mined diamonds to be extracted. The results of these practices are, most of the time, deforestation, soil degeneration, and large quantities of polluted wastewater. It’s challenging for the environment and the natural balance.
Contrary to a diamond mined with heavy-duty equipment and explosives, the lab-grown diamond is one with a smaller impact on the earth’s resources. Its carbon emissions come down to only 4.8% of its mined counterpart, and overall emissions are a billion-and-a-half times lower. Water and energy consumption are also 85% and 50% lower for those gems “born” in the laboratory. Per carat, they disrupt just 0.07 square feet of land, so the numbers speak for themselves, showing how eco-friendly a lab-grown diamond is.

CPM: What trends are you noticing within lab-grown diamonds/ What does the future look like for lab-grown diamonds?
BC: Nowadays, millennial and Generation Z are shaping the diamond and jewellery industry. With a high awareness of eco-friendly practices and ethical sourcing, New generation buyers look for eco-friendly products. Hence they are becoming fans of lab-grown diamonds, which have a low environmental impact. Whether you are an industry professional or a consumer, you are already aware of the new trend in the diamond industry. The era of lab-grown diamonds has started and is here to stay. If you just look at the investments and moves of the prominent jewellery groups in the last years, you’ll get a glimpse of shifting attitudes:
De Beers, for example, has started its own lab-grown diamond jewellery brand, Lightbox, and have invested $94 million in a lab-grown diamond manufacturing facility. LVMH Luxury Ventures recently invested $90 million in Israeli lab-grown diamond jeweller Pandora, which has announced it will use only lab-made diamonds in its collections. All these strategic moves clearly indicate the future of the diamond jewellery industry.

CPM: How is the creative process in Etika Jewels?
BC: We look at the timeless pieces of yesterday and today and reinvent them in designs that will last a lifetime rather than seasonal trends. We know every jewellery piece is a significant investment, and we want our clients to enjoy it for many, many years. We love sleek, minimalist designs featuring relatively big-size diamonds in elegant shapes, becoming that wow factor we all need in our day-to-day looks. Our creative process also revolves around practicality and wearability. Women love our 24/7 earrings and necklaces, easy-to-wear bangles, and everyday stackable rings because they are too busy to wear complicated high-maintenance accessories. In that spirit, we use only pure gold in our items, so our clients won’t bother taking them off when swimming or taking a shower.

CPM: What would you advice retailers and brands say to consumers who are concerned lab-grown diamonds are ‘not as real’ as diamonds because they haven’t been naturally cultivated?
BC: Lab-grown or lab-created diamonds are diamonds that are grown in laboratories. Lab-grown diamonds are physically, chemically, and visually identical to their mined equivalents; they are both crystallized carbon atoms. The only difference is their place of origin. Think of it this way: laboratory-grown diamonds are like ice from your refrigerator, while natural diamonds are like ice from a glacier. They are both ice, although their formation stories are very different, They are both H2O. Natural diamonds are forged by heat and pressure deep in the earth’s mantle, while lab-grown ones are ‘engineered’ in similar conditions inside a latest-technology machine. Even the most proficient gemmologists cannot distinguish them. Lab-grown diamonds are real diamonds, just more ethical.

CPM: How is the Etika Jewels customer?
BC: Our customers are definitely sophisticated, discerning, and highly aware of what’s next in fashion. More specifically, at Etika Jewels, we meet 3 types of customers. First, we have the proponents of sustainability, innovation, and responsible luxury who are explicitly interested in the ethical side of lab-grown diamonds. They love glamour and fashion but do not want to be stylish at the expense of our natural resources and livelihoods. Secondly, we encounter those who know the market trends or are doing their deep research before buying anything. They are really looking to get a good value for their money, so they are drawn to investment pieces, as we define them in our modern world. Our pieces are value-for-money in the sense that with the same budget, you get a bigger, similarly high-quality diamond. Lastly, we are pleased to see in our regular clientele people attracted by our elegant and timeless designs.

CPM: Which stones and materials do you prefer working with?
BC: We are originally a fine diamond jewellery brand, so diamonds of all sizes and shapes are naturally the core of our collections. Having said that, we are gradually introducing more and more coloured gemstones, also man-made and ethically produced. We love to mix different colours of stones and gold. We recently created some beautiful rings that combine various shades of gold: The Ameera Ring, for example, features a rose gold band and white gold prongs adorned with a hidden halo giving an unexpected twist when looked at from its profile side. It’s a visual surprise that shows our discreetly playful aspect as a brand.

CPM: Each stone has its meaning. Each combination tells the story. What would be the most poetic combination in your opinion?
BC: One of our bestsellers is our own interpretation of the Toi & Moi ring, which translates as “you and me” in French. Made exclusively of gemstones, this ring is a symbol of union, friendship, and commitment. Our customers love it, and each one writes a unique and personal story behind it. They choose their favourite gemstones for it on various grounds. A customer might pick certain gems for the energy they are known to carry or for the special meaning they have for them. There are certain symbolisms behind each stone, and people love to include them in their customized pieces. Alternatively or additionally, there are clients drawn by the beauty of specific gems. They find them more visually attractive than others, or they pick them because they match their personal style. They consider how these stones mix well with their everyday outfits and how flattering they are to their natural characteristics and facial features. After all, these are pieces meant to be worn frequently and styled in many ways, and become very intimate and personal.

CPM: What does luxury mean for the brand today? What is the next generation of luxury shoppers looking for?
BC: Luxury for us means looking effortlessly fabulous, wearing something that looks exquisite without trying too much. It’s the glamour that comes as a natural extension of your personality. We create diamond jewelry that instantly elevates your everyday looks. Luxury is the confidence you get from wearing such pieces. You feel elegant because we make sure your jewelry represents timeless aesthetics. Plus, you feel good in our Etika Jewels because you know they are ethical and conflict-free, in other words, with clean origins. The next generation of luxury shoppers is more educated, sophisticated, and eclectic than ever before. They are fashionable, but they are also practical minds and responsible consumers. Their definition of luxury comes as a magical blend of sustainability, practicality, and perfect style, and we are happy to fulfil this equation for them.

CPM: What’s next for Etika Jewels?
BC: Our short-term plans are, of course, further consolidating our place in the local market, increasing our popularity, and spreading the word about the potential and benefits of lab-grown diamonds. We want to educate more and more people on the subject of sustainability and ethical fashion; the opportunities are endless in that realm. More specifically, we are already forging relationships within the industry, and we are working on some exciting collaborations. Teaming up with the right creative and business forces, we want to bring innovation closer to people’s everyday realities. Our journey continues with partnerships that will further confirm our commitment to the environment and our mission to create feel-good jewellery that meets each client’s needs.

CPM: How important is the GCC market for Etika Jewels?
BC: GCC is our primary market and absolute priority. We are a home-grown brand, and all our efforts today revolve around getting closer to our customers, understanding them even more, and responding to their needs and dreams. The Middle East is such an exciting market to grow a brand because it is cosmopolitan and diverse. Gold jewellery is deeply rooted in the traditions and culture of this place; hence there is a wide offering, a huge competition, and a client base that won’t accept anything less than the best. If a jeweller makes it in the GCC, they can make it anywhere!