Ella Stein brings natural diamonds to everyday demi-fine jewellery

Ella Stein is placing natural diamonds at the centre of everyday jewellery with a demi-fine collection designed to move easily between work, daily routines and evening plans. Founded by Adi Choksi in 2017, the brand combines minimalist design with recycled metals and smaller diamonds that might otherwise remain unused during traditional cutting processes.

The company was established around the idea that diamond jewellery should not be reserved for formal occasions. Its rings, earrings, necklaces and bracelets are designed for continuous wear, with restrained forms intended to be layered, combined or worn individually.

Rather than approaching luxury as something separate from daily life, Ella Stein focuses on lightweight and versatile pieces for style-conscious consumers seeking natural diamonds at a more accessible price point. The designs use VS-quality stones and aim to retain the appearance and craftsmanship associated with fine jewellery without the same level of cost.

Durability is also central to the brand’s proposition. Ella Stein describes its signature pieces as waterproof and tarnish-free, created to withstand frequent wear without requiring customers to remove them throughout the day. This practical approach supports the wider design language of the collection: refined, uncomplicated and intended to remain relevant beyond a single season.

The production process is closely connected to the company’s environmental and social commitments. According to Ella Stein, as much as 60 per cent of a diamond may be left unused during conventional cutting. The brand works with some of these remaining stones, incorporating them into new designs rather than allowing the material to be discarded.

Each piece is handcrafted using what the company describes as ethically sourced diamonds and recycled metals. By working with existing resources, Ella Stein aims to reduce waste while maintaining the quality expected from diamond jewellery.

Its social programme extends to the artisans responsible for creating the collections. Women make up 70 per cent of the brand’s artisan workforce, and the company says it has supported more than 500 women in rural India through skilled employment and opportunities for greater financial independence.

This mission has a personal connection for Choksi. Ella Stein was named after his daughter, linking the brand to his intention to challenge established practices and support a future shaped by independence and equal opportunity.

Since its launch, Ella Stein has expanded into more than 300 retail locations across the United States. Its growth reflects increasing interest in demi-fine jewellery that combines precious materials with practical design, positioned between traditional fine jewellery and everyday fashion accessories.

Through natural diamonds, recycled metals and an emphasis on continuous wear, Ella Stein presents a more informal approach to jewellery: pieces designed to become part of the wearer’s routine rather than remain stored for a special occasion.