Calgary's New Sparkle: City Becomes Gateway for Eco-Diamonds

CALGARY, AB – December 17, 2025 – Calgary is set to become the North American gateway for sustainable luxury as Hong Kong-based Flourishan, an international eco-diamond brand, launches its first continental location through a strategic partnership with Vena Nova Diamonds. This collaboration places the city at the epicenter of a rapidly growing, multi-billion-dollar industry, leveraging Calgary's unique market dynamics and Vena Nova's pioneering role as the city’s only dedicated lab-grown diamond retailer.

A Market Ready for Disruption

The global appetite for lab-grown diamonds is surging, marking one of the most significant shifts in the modern jewelry industry. Market analysts project the industry will skyrocket in value, with some reports forecasting it to surpass USD $50 billion by 2030. Fortune Business Insights valued the market at nearly $26 billion in 2024 and predicts it will reach almost $75 billion by 2032, reflecting a compound annual growth rate (CAGR) of over 14%. This explosive growth is largely fueled by a new generation of consumers, particularly millennials and Gen Z, who prioritize ethical sourcing, environmental sustainability, and value in their purchasing decisions.

Canada is a key player in this global trend. The Canadian lab-grown diamond market was valued at over USD $1.9 billion in 2024 and is on a trajectory to exceed USD $5.9 billion by 2033, growing at a CAGR of over 13%. While major urban centers like Toronto and Vancouver are significant markets, Calgary has emerged as a particularly fertile ground for this new era of jewelry. The press release from Flourishan highlights a striking statistic: an estimated 92% of Calgary consumers are planning to purchase a lab-grown diamond in the next year. This remarkable consumer intent signals a market that is not just receptive but actively seeking out the very products Flourishan and Vena Nova offer.

Lab-grown diamonds typically retail for 20-40% less than mined diamonds of comparable size and quality. This price advantage allows consumers to either stay within a budget or acquire a larger, higher-quality stone, democratizing access to what was once an exclusive luxury item.

The Science of Sustainable Sparkle

At the heart of Flourishan's brand identity is a commitment to technology and environmental stewardship, encapsulated in its mission: "Love Diamond. Love Nature." The company’s eco-diamonds are physically, chemically, and optically identical to their mined counterparts, but their origin story is vastly different. Instead of being extracted from the earth, they are created in controlled laboratory environments using advanced technology that replicates the natural diamond-growing process.

Flourishan emphasizes that its diamonds are produced using renewable energy, specifically noting the use of wind power to refine them. This focus on green energy significantly reduces the carbon footprint associated with diamond production. The environmental contrast with traditional mining is stark. Industry studies show that producing a single carat of a lab-grown diamond can use as little as two liters of water, compared to the nearly 100 liters required to excavate one carat of a rough mined diamond. The land disruption is also minimized, with lab-grown production requiring a fraction of a square meter per carat, versus the vast tracts of land disturbed by mining operations.

While Flourishan has not publicly detailed specific third-party certifications, its practices align with a broader industry movement toward transparency and accountability. Certifications like SCS-007, which designates "Certified Sustainability Rated Diamonds," are becoming a new standard, offering consumers third-party verification of a diamond's origin and environmental impact. By championing diamonds created with nearly zero environmental harm, Flourishan is tapping directly into the conscious consumerism that defines the modern luxury market.

Art, Influence, and the New Face of Luxury

The vision behind Flourishan comes from its founder, Rosina Lam, a renowned Hong Kong actress, singer, and businesswoman. Lam, who won Best Actress at the TVB Anniversary Awards in 2021, brings a unique blend of artistic sensibility and celebrity influence to the brand. Her high-profile career lends Flourishan an air of glamour and prestige, while her personal dedication to the business, which she has referred to as her "baby," adds a layer of entrepreneurial authenticity. This fusion of art and commerce is a powerful driver for a luxury brand seeking to connect with a style-conscious global audience.

The choice to partner with Vena Nova Diamonds is a calculated and strategic one. Vena Nova has carved out a distinct niche in the Canadian market as a pioneer and Calgary’s only jeweler exclusively dedicated to lab-grown diamonds. This focus has allowed them to become a trusted local authority on the technology, quality, and value of created stones.

"We're thrilled to bring Flourishan to Calgary," says Justin Ng, Founder of Vena Nova. "As Canada's first exclusively lab-grown diamond jeweler, it's an honour to collaborate with a brand that shares our values of transparency, innovation and environmental responsibility. Together, we're redefining what it means to own a diamond."

This partnership is more than a simple retail agreement; it's a convergence of a global brand's vision with local market expertise, creating a powerful platform to introduce sustainable luxury to a broader North American audience.

Calgary's Strategic Ascent in the Diamond Trade

Flourishan’s decision to plant its North American flag in Calgary is a testament to the city's growing economic dynamism and its consumers' progressive values. The move positions Calgary not just as a consumer market but as a strategic hub in the continental diamond trade, challenging the traditional dominance of other major cities. The partnership is set to compete in a Canadian landscape that includes established players like Michael Hill, which has its own lab-grown collections, and wholesalers like Diamonds For Less. However, the exclusive focus of the Flourishan-Vena Nova collaboration on high-end, sustainably produced lab-grown diamonds gives it a unique and compelling market position.

The economic implications for Calgary could be significant. The establishment of a flagship international brand can attract further investment into the city’s luxury retail sector, create jobs, and bolster its reputation as a forward-thinking urban center. It signals a diversification of its economic profile, showcasing its potential in creative and sustainable industries beyond its traditional energy sector roots.

As Flourishan expands into North America, the brand is poised to lead a new era in luxury—one that celebrates innovation, responsibility, and personal connection. With its Calgary launch, it is not just bringing sustainable diamonds to Canada; it is helping to redefine what modern love and luxury look like for a generation that demands both beauty and integrity. The city, in turn, gains a new sparkle, burnishing its identity as a place where global innovation meets local opportunity.