The Richline Group, a wholly-owned subsidiary of Berkshire Hathaway, has unveiled its  new lab-grown diamond jewellery brand, Grown with Love, which is being introduced at select JCPenney fine jewellery departments and on JCPenney.com.

“Boasting a new choice in diamonds, with conflict-free lab-grown diamonds, Grown with Love is a collection of jewellery that appeals to ethically-minded shoppers without sacrificing the beautiful sparkle and scintillation that every woman desires in her diamond jewelry or engagement ring,” the Company said in a press statement.

 “By partnering with JCPenney, a leading retailer with one of the most renowned fine jewellery departments in the industry, we’ll be able to introduce Grown with Love to shoppers across the country,” said Michael Milgrom, Senior Vice President, Product, of Richline Group. “By choosing a lab-grown diamond, future bridal and fashion customers now have a new, conscious choice, and can get a larger or higher quality stone for the same price. And with the most popular season for proposals – and shopping – just around the corner, this partnership is destined to shine.”

Grown with Love jewellery includes a curated collection of bridal jewellery -- including solitaire and halo engagement rings, wedding bands and bridal sets -- as well as a small selection of non-bridal items,  including diamond earrings and necklaces.

“All diamonds in the Grown with Love line are certified by the Independent Gemological Laboratories, which uses a scientific system to evaluate a diamond’s cut and then issues a certificate documenting the characteristics of the stone,” Richline said. “The fine jewellery professionals at JCPenney will receive dedicated diamond training on the integrity, grading and analysis of these precious lab-grown stones. Sale prices for this collection range from US$ 500 to US$10,000.”

Pam Mortensen, senior vice president of merchandising for JCPenney commented: “By bringing Grown with Love into the JCPenney fine jewellery department, we are filling a void in our assortment for lab-grown diamonds. These unique diamonds are growing in popularity and by offering her this option for bridal jewellery, we are appealing to a new customer base. Grown with Love fits nicely within our larger Modern Bride concept that offers today’s bridal customer an expansive assortment of engagement jewellery for any budget.”