Who We Are

Luma began in Hatton Garden in 2024, started by two friends who had spent years around the jewellery trade and believed it could be done more honestly.

Why we started Luma

We had both watched the same scene play out too many times. Someone walks into a jeweller to choose a ring for the person they love, and walks out unsure what they actually paid for. Prices that shift depending on who is asking. Language built to keep the customer slightly in the dark.

A ring should mark one of the best days of your life. Too often the buying gets in the way of that. We thought it could be the opposite, so we built Luma around a simple idea: tell people the truth, show them the craft, and let the jewellery speak for itself.

We started Luma to make buying fine jewellery feel honest again.

The two of us

Asher Wiener and Amir Sharabi have known each other most of their lives. Luma is two skill sets pointed at the same goal.

Asher leads design and the customer experience: how a piece looks, and how it should feel to choose one. Amir leads sourcing and quality: where every stone comes from, and the standard each piece meets before it leaves the studio.

Why every Luma diamond is lab grown

Every diamond we set is lab grown, and that is a deliberate choice rather than a compromise. A lab grown diamond is chemically and optically identical to a mined one. Same brilliance, same hardness, same result on the hand.

What changes is everything behind it. The origin is known, the environmental footprint is far smaller, and there is no question over how the stone came to exist or who was affected along the way. For us, that is the only version of fine jewellery worth selling.

It also means more diamond for your budget. Buying with a conscience should not come with a premium, and at Luma it does not.

The trade behind Luma

Luma launched in 2024, but the knowledge behind it goes back a lot further. We are part of AIG Diamonds, a lab grown diamond wholesaler rooted in Hatton Garden that supplies jewellers across the UK, Europe and further afield. The people behind it have spent more than twenty years in the diamond trade.

That is the quiet advantage. Our diamonds come straight from AIG's own wholesale supply, the same stock that goes out to jewellers in Hatton Garden and well beyond it, so the price you pay sits much closer to the source. It also means that when we talk about a stone, it comes from two decades inside the business rather than a sales script.

Pricing you can read

We price the same way we source, openly. The figure on the page is the figure, set against the real specification of the stone and the metal. No markup buried in retail overhead, no haggling, no sense that the number depends on the day you ask.

Luma is still young. We started in 2024 and there is plenty still to build. The idea has not moved though. Fine jewellery you can understand, designed in Hatton Garden, made in a way you can feel good about for a long time.