Home / Business and Economy / Ex-Caudwell rival launches diamond brand with SJP backing
Ex-Caudwell rival launches diamond brand with SJP backing
15 Mar
Summary
- Nathalie Morrison launched Astrea London, a lab-grown diamond business.
- Sarah Jessica Parker is a shareholder and designs collections for the brand.
- The company has opened boutiques in the UK and Dubai, with plans for Abu Dhabi.
Nathalie Morrison, once prominent for a high-profile court battle with Phones 4U founder John Caudwell, has established Astrea London, a luxury jewelry brand specializing in lab-grown diamonds. The business, initially funded with Morrison's personal capital, has secured significant endorsements and investment. Sarah Jessica Parker is a key investor, holding a 10% stake and contributing to design by creating at least two collections annually. England rugby captain Maro Itoje also serves as a brand ambassador, further enhancing the brand's profile.
Morrison became inspired by lab-grown diamonds after learning about their environmental benefits. She aims to position Astrea London in the exclusive high-end market, where she perceives less competition. The brand has already opened a boutique at the Fairmont Windsor Park Hotel and two locations in Dubai. Future expansion includes establishing a lab-grown diamond 'museum' in Abu Dhabi in collaboration with the ruler of the United Arab Emirates.
The company successfully raised £4 million, valuing the firm at £14 million as of last summer, with projected turnover of £3 million this year. Morrison, who previously founded two wealth management firms, is supported by City veteran Lord Stanley Fink, who chairs Astrea London. This venture marks a significant shift from her past legal and financial industry experiences, particularly her contentious split from Caudwell's business.
