On Tuesday, London-based lab-grown diamond brand Astrea named Sarah Jessica Parker as its global creative director. She will serve as a joint spokesperson alongside Nathalie Morrison, Astrea’s founder and chief executive. The past few years have seen countless brands get into lab-grown stones, from jewellery giants like Pandora to quickly-growing upstarts like Dorsey. By contrast, most lab-grown diamond jewellery brands pitch consumers on making the stones more accessible to the average consumer. Beyond the stones themselves, the partnership with Parker, Morrison said, is a major component of the brand’s elevation strategy.