Think Diamond Jewellery Is Boring and Stuffy? These Are the Brands Making Cool, Modern Pieces Worth Investing In

When it comes to jewellery, I've found that people tend to fall into the maximalist or minimalist camp, either preferring elaborate statement earrings and rings on every finger, or simple layers of chain necklaces and a curated assortment of studs. As a self-identified minimalist, I thought I needed to limit my options to gold or silver, with no gemstones or colour. But ever since I heard the line "Frost yourself" in How To Lose A Guy in 10 Days, I've had diamonds on the brain. And over the past year or so, I've noticed more and more people sporting diamonds, in delicate or OTT form. It seems that the gemstone, once only associated with engagement rings or evening glamour, has now become a daytime staple.

"People often think of diamond jewellery as something reserved for milestones or overly traditional, but that perception is shifting," says Jessica Warch, co-founder of Kimai Jewelry, which specialises in lab-grown fine jewellery. "Today, diamonds are part of everyday self-expression, whether through bold designs, playful stacking, or meaningful, emotional pieces."

You don't have to look far to see how true this is—from the red carpet, to influencers on Instagram, to strangers on the street, you're sure to see outfits that pair diamond tennis necklaces with slouchy knits and jeans, a stack of rings that includes a diamond-encrusted band worn with a t-shirt and blazer, or diamond earrings with a simple LBD.

While diamonds will always be classic, and it's pretty hard to go wrong with any diamond piece, you want to be sure that it's an item you'll love and wear (not just for special occasions) if you're going to make the investment. Fro some, this might mean opting for something a little bolder than their typical daytime jewellery.

"We’re seeing a real appetite for gold pieces at the moment, with customers gravitating toward bolder, more statement designs," says Warch. "Women are also increasingly daring when it comes to diamonds, choosing larger stones not just for special occasions, but as part of their everyday style."

Today's options span all styles, ranging from the classic to the more modern, making diamond jewellery legitimately cool, as well as a future heirloom you can pass down.

"What excites me about the future of diamond jewellery is this balance between heritage and innovation," says Warch. "Customers are embracing individuality and aren’t afraid to push boundaries, which opens the door for designs that feel both personal and enduring pieces, that celebrate tradition while boldly moving it forward."

When it comes to styling diamond jewellery for daytime wear, the key is to make the pieces feel like an effortless part of your outfit, rather than the dominant focus. Layering can be a great way to achieve this.

"When layering diamond jewellery, I think the key is to play with different chain lengths so each piece sits beautifully," says Sidney Neuhaus, co-founder of Kimai Jewelry, along with Warch. "Mixing different chain types also adds texture and depth, making the overall look feel more effortless and personal."

Inspired to start growing your collection? Scroll on to explore my edit of the coolest diamond jewellery available right now.

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