Jean Dousset, Cartier heir, offers artificial diamond jewelry

This question highlights the clash between traditional and new luxury. While Jean Dousset , who represents Cartier's legacy as the great-great-grandson of the house's founder, is in favor of lab-grown diamonds, Cartier 's owner , Richemont, rejects them. For now, it believes that artificial diamonds do not fit the brand's image.

Cartier Addresses Lack of History of Lab-Grown Diamonds

“ The problem with lab-grown diamonds is that they have no history, even though they have the same molecular structure as those found in the earth, ” said Cyrille Vigneron, Cartier’s chief executive, in an interview published in the “State of Fashion Watches and Jewellery” report by Business of Fashion and McKinsey.

“ Many customers will still reject lab-grown diamonds because they have lost their uniqueness and the fact that they were made by the Earth millions of years ago, ” he said.

Under Vigneron ’s leadership, artificial diamonds are not completely ruled out at Cartier, particularly for small secondary stones. But the house is not ready to embrace them without reservation. “ We make a promise of naturalness and traceability to our clients. Ultimately, this could call into question the value given to diamonds in relation to other stones, ” he added.

The counter-stance taken by Louis Dousset, descendant of Louis Cartier

Jean Dousset, great-great-grandson of Louis-François Cartier , who is carrying on Louis' legacy in his own name, plans to launch a collection of lab-grown diamond jewelry to complement a popular line of jewelry made with natural diamonds.

“This is a paradigm shift for the diamond and luxury world,” Dousset said. “ One of the most common consumer misconceptions about lab-grown diamonds is that they are ‘fake,’ ” he said.

Dousset’s jewelry journey

It wasn't nepotism that brought Dousset to where he is today. But rather hard work, talent and vision. As was the case for his illustrious ancestor.

Born in 1971 in Paris, Dousset’s jewelry career began in 1992 when he accepted a position at Chaumet, the official jeweler to Emperor Napoleon on the Place Vendôme. He then joined Boucheron in 1996, then Van Cleef & Arpels in 1999, which led him to settle in Los Angeles where he worked to relaunch the brand’s presence on Rodeo Drive in 2001.

Taking the entrepreneurial leap in 2005, he founded his Atelier to create his own diamond jewelry that quickly seduced celebrities. It is notably Dousset who is behind the custom engagement rings of Eva Longoria, Amy Adam and Paris Hilton, among others. Success begat success, he opened a boutique in West Hollywood in 2010 and launched his jewelry brand online.

With the introduction of a collection of artificial diamond jewelry, named Oui by Jean Dousset , he evolved his company according to the needs and desires of consumers. In doing so, he followed in the footsteps of Louis and the Cartier family, whose company could not have survived more than a century in the family fold without this ability to adapt.

These stones are real

“ I have followed the evolution of lab-grown diamond culture with an open mind for many years, ” said Dousset. “ I have seen how important lab-grown diamonds have become to consumers. Oui’s goal has always been to make high-quality jewelry more accessible, without having to sacrifice quality, customization or desired carat weight. ”

With engagement ring prices starting at $4,300 for a one-carat center stone, it's possible to purchase a model with up to 4 carats.

Additionally, all Oui diamonds are produced using the most efficient method for making lab-grown diamonds (chemical vapor deposition). This technology produces a diamond with all the sparkle and magic of a mined diamond. Each stone is GIA certified as Type IIa, which is the “most chemically pure” diamond. And just like natural diamonds, lab-grown diamonds must be professionally cut and polished to bring out their unique qualities.

Also read: 4C diamonds

Quality and cheaper diamond jewelry

“ A lab-grown diamond offers the same visual experience, without any compromise, ” says Dousset, acknowledging that couples are often forced by their budget to sacrifice diamond quality or size. “ It’s an exciting opportunity for a jeweler. It’s been very liberating, both for me and for the client. ”

“ Lab-grown diamonds allow people to splurge on well-crafted designer rings and brands they previously couldn’t consider because a large chunk of their budget was eaten up by the high cost of the center stone, ” he adds. “ A wider group of people can now afford and enjoy the mystique of diamonds. ”

Natural or artificial diamonds: giving people the choice

In conclusion, Dousset , with its line of natural diamond jewelry and its new Oui collection, honors family tradition while looking to the future.

“ I think natural and lab-grown diamonds have a different value system. They’re both great choices for different reasons. But ultimately, the two options are indistinguishable in terms of brilliance, beauty, and feel, ” he concludes. “ A diamond is a diamond, and what you decide to buy is entirely a personal choice. ”

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