Sarah Jessica Parker reveals all about her new role at Astrea London

How does Astrea London reflect your personal style and values?

I have always been drawn to things that feel singular, pieces that have a bit of a story and don't feel too precious to actually live in. My style has always been a bit of a mix, and I love that these pieces can be both an heirloom and something you wear while running errands. It really came down to the idea of sustainability and innovation in design, which feels like a natural step. We are embracing the future of diamonds in a way that is both responsible and beautiful, which is a value I've tried to carry through every project I take on.

What do you see as your role in shaping its vision?

I see myself as a storyteller in the design room. I'm constantly thinking about how a piece moves, what inspired it, how it might catch the light when someone is talking with their hands at dinner. I'm not interested in jewellery that just sits in a safe. My role is to ensure we're creating pieces that feel personal and purposeful, helping to curate a collection that feels like a discovery every time you put it on.

What makes Astrea London different from other luxury lab-grown diamond jewellery brands?

It really comes down to the obsession with quality and the soul of the brand. We are working with the top one per cent of stones in the world, diamonds that are D and E in colour and VVS-plus in clarity, so the sparkle is just unparalleled.

But beyond the science, there's an artistry here. We aren't just offering a substitute for a mined diamond, we are creating something that stands on its own as a piece of world-class design, with a level of transparency that feels very modern and very necessary.

You've had a successful career within fashion, beauty and entertainement – how has that infulenced your work?

Decades of sitting in wardrobe fittings and being on sets have given me a very specific education in scale and light. You learn how a certain earring can actually change the way a person carries themselves. I've brought all those years of looking at how things drape and how they perform under pressure to this collaboration. I want the jewellery to be as comfortable as it is beautiful, something that feels like an extension of the person wearing it.

How do you approach building the brand alongside the founder and CEO Nathalie Morrison?

Nathalie is a total force of nature. She has this incredible, sharp technical knowledge and business acumen, and we've found this wonderful synergy together. We both share a deep love for the heritage of jewellery but are equally excited by the technology that allows us to dream boldly. Our partnership is built on that shared curiosity, asking how we can do things better and how we can make our customers feel truly seen.

Do you have a favourite piece from the Sarah Jessica Parker collection?

I love the Lariat necklace from the Favorites collection. There's something incredibly graceful about the way it falls. It's elegant yet still suitable for everyday wear. Also, the turning Marquise ring, which feels like a true signature of Astrea – distinctive, refined, unique and timeless. I love the idea that you can spin or twist a piece to make it truly your own.

There are lots of debates about natural versus lab-grown diamonds. What are your thoughts on this?

I think it's a really exciting time for choice. When I went deep into the world of lab-grown diamonds, I fell in love with the possibility and the future they represent. Scientifically they are identical, but they allow us to create these exquisite, rare stones with total transparency. It's not about one being better than the other, it's about offering a version of luxury that aligns with how we want to live now: beautifully and responsibly.

Do you think we should be wearing our good jewellery daily, rather than saving it for special occasions? 

Oh, absolutely. I've never been one for saving things for a rainy day or a special event. Life is the special occasion. I love the juxtaposition of a magnificent diamond tennis bracelet with an old sweatshirt or a pair of jeans. There is something joyful about letting your jewellery live with you, letting it be part of your daily rhythm rather than keeping it tucked away. If it brings you joy, you should wear it on a Tuesday morning.