In a bold move reshaping the fine jewelry landscape, the founders of Canadian brand El&Elle are championing moissanite as the new diamond. Louis and Justin De Bernardi are capitalizing on the growing demand for diamond alternatives, positioning this lab-grown gemstone as a choice that delivers exceptional sparkle without the luxury price tag.
Redefining Luxury and Accessibility
El&Elle is a Canadian, LatinX, LGBTQIA2+ jewelry brand with a focused mission: to provide high-quality, lab-grown moissanite at a fraction of the cost of traditional diamonds. The co-founders, Justin and Louis De Bernardi, are on a quest to redefine what accessible luxury means in the jewelry industry.
"We wanted to create something that celebrated love, individuality, and accessibility, without the traditional markup," explains Justin. The brand was born from this vision, with a simple yet powerful goal: to make moissanite a conscious choice for consumers, not a compromise they settle for.
Unmatched Brilliance and Ethical Production
So, what exactly is moissanite? It's a lab-grown gemstone known for its exceptional optical properties. Louis points out that moissanite possesses a higher refractive index than a diamond, resulting in more brilliance and fire. This scientific characteristic means the stone offers a level of shine that can surpass that of many traditional gems.
The brand's uniqueness lies in its unwavering commitment to fair pricing and ethical production. Louis highlights a critical issue in the conventional jewelry market, noting that prices are often inflated by 500 percent or more. El&Elle deliberately chose a different path.
Every piece is designed in Canada and made-to-order. This approach eliminates overproduction and waste, ensuring a focus on the highest possible quality for each item. The brand works exclusively with its signature lab-grown moissanite, which is always in VVS1 clarity and D colour – grades that signify top-tier quality in the gem world.
The El&Elle Difference: Quality Materials and Fair Value
Justin elaborated on the materials that complement their stunning stones. Each piece is crafted with 925 sterling silver, platinum, and rhodium layers, 18-karat gold plating, and an AF protective film. The result is jewelry that is not only visually extraordinary but also durable enough for everyday wear, all while being honestly priced.
By challenging the status quo and presenting moissanite as a premier option, El&Elle is not just selling jewelry; it's advocating for a more transparent and accessible future in the luxury market. For Canadian consumers and beyond, the sparkle of a beautiful gem no longer has to come with a daunting financial burden.
