The digitally native and traceable fine jewelery brand Kimai, which offers lab-grown diamonds, has opened its first brick-and-mortar store in London.
Located at 24 Chiltern Street, London, the retail space features Kimai’s range of 100 percent traceable lab-grown diamonds and recycled 18-carat gold jewellery, including earrings, necklaces, bracelets and rings.
Kimai also adds that it will use the store to educate its customers about the process of how a lab-grown diamond is made, how to avoid the devastating environmental and social consequences inherent in mining, and to to emphasize the fact that mined and lab-grown diamonds are chemically and physically identical.
Jessica Warch, co-founder of Kimai, said in a statement: “We have built an incredible global digital community, but always wanted to create our own physical world of Kimai. Although our price is more accessible than Bond Street jewellers, buying fine jewelery is still a big decision, laced with emotion.
“Setting up a store felt like the natural next step to expand our offline presence, as we know that some of our customers desire real-life personal and professional interactions with these special purchases.”
Lab-grown diamond jewelery brand Kimai opens shop in Chiltern Street, London
Kimai was one of the first luxury jewelry brands to offer digital consulting, something the brand says peaked during the pandemic, and its bespoke jewelry and engagement rings continue to be a big part of its business. The new store will enable the jewelery line to provide an intimate and inviting experience for bespoke customers and those wanting to learn more about fine jewelery but “without the intimidating experience often associated with Bond Street jewellers”.
In addition to consultations for custom pieces and engagement rings, the shop also offers customers monthly piercing sessions and engravings.
Commenting on the location, Kimai co-founder Sidney Neuhaus added: “Chiltern Street is a place where independent brands that stand for quality, craftsmanship and creativity come together, making it the perfect location for our first store. We can’t wait to open our doors and encourage people to join our mission that diamond mines aren’t forever.”
Kimai was founded in 2018 by best friends Warch and Neuhaus, who both grew up in Antwerp in families working in the traditional diamond and jewelery world. The label was born to reimagine the way fine jewelry is made for a “modern and ethically conscious customer”, and considers designer Diane Von Furstenberg an investor. Kimai was also the first lab-grown diamond brand to be offered on Net-a-Porter in 2021and his clients include the Duchess of Sussex and actresses Emma Watson and Jessica Alba.