How This American Company is Using Ethically Sourced Diamonds to Make Stunning Affordable Luxury Timepieces

Your guide to diamonds for the conscious consumer

Plus, read on for where to get affordable and sustainable genuine diamond watches that musicians and celebrities love

In 2021 a good product is no longer enough to win over consumers. 

Shoppers want more than just quality – they crave products and brands that align with their personal values.

It makes sense. Why would they support a brand financially if that brand didn’t agree with their social and environmental values?

A 2019 survey led by Hotwire found that 47% of internet users worldwide had ditched products and services from a brand that violated their personal values.

Even more recently, a 2020 global survey by management consultancy firm Accenture said that consumers “have dramatically evolved.” 60% reported making more environmentally friendly, sustainable, or ethical purchases since the start of the pandemic.

Accenture added that 90% of those consumers  said they were likely to continue making similar decisions.

From the coffee we sip in the morning to the clothes we add to our closets, questions are being asked about the treatment of the workers creating the products and the environmental impact of brands’ production practices.

But what about our accessories, specifically our diamond investment pieces?

A diamond piece stands as one of the more important purchases you’ll make, and it is essential to ensure that the gems that will play a starring role in your happiest memories aren’t tainted by a cycle of ethical and environmental conflict. 

The main thing to look for when purchasing a new diamond?

“As consumers, it is important to be aware about the origin of natural diamonds and the 4Cs of cut, color, clarity and carat,” Richa Singh, the managing director of the Diamond Producers Association (India), explained to Vogue.

 While value and ease of purchase are still the main drivers of purchase decisions, these days many of us are ready to consider the consequences of our shopping habits, and that includes a closer look into our diamonds.

 Often though, even if they’re ready to make changes, consumers worry that buying sustainably comes with a higher price tag.

This diamond watch brand wants to break down the notion that sustainability is inherently more expensive.

JBW timepieces for men and women are a social media favorite, and prove that you can be sustainable without sacrificing style.

Here’s how...


Hand selected by diamond experts, JBW uses from-the-earth, not lab-grown diamonds. 

They have provided luxury timepieces with genuine diamonds for over a decade. In fact, they’ve sold 6,800,034 MILLION diamonds since 2008.


JBW sources ethically mined diamonds, from the earth, from trusted partners to deliver unique designs without a luxury price.

Unlike other brands who market a more ethical product, you won’t be gouged with steep prices. Their goal is to get more of these sustainable genuine diamonds on your wrist at a price you can afford


Each diamond that will be handset on your timepiece is thoroughly inspected. JBW diamonds are ‘I’ clarity with G-H color. All diamonds are natural and come with inclusions; the beauty of using natural 1mm diamonds.


Every diamond is individually hand set on each timepiece. With a skilled team of diamond experts, they ensure each diamond is securely set to perfection and will stand the test of time.


Every JBW timepiece uses genuine diamonds. To add to this brilliance, they include certified Swarovski crystals, increasing the shine and beauty. JBW diamonds and Swarovski crystals both go through strict quality control to ensure you are receiving the very best timepiece with the most premium materials.



🌟 🌟 🌟 🌟  🌟  4.6 star rating
JBW’s Best Selling Men’s Watch

The Jet Setter GMT takes your global travels to the next level. From Dubai to New York City, the city dial track and GMT hand easily keeps two different time zones.

Featuring 100 genuine diamonds, this timepiece embraces the luxury traveler.

$569 SALE was $1,325 or pay as low as $95/mo. with Klarna.


🌟 🌟 🌟 🌟  🌟  4.9 star rating
JBW’s Best Selling Women’s Watch

The Cristal takes its inspiration from the refraction of light, shining brilliantly from its precise angles as the watch catches and transforms every dazzling ray of light. 

12 genuine diamonds on the dial mark the hours and 559 Swarovski crystals flood the bezel, bracelet & dial.

$289 VIP DEAL (was $465) Available in four interest-free payments of $72.25 with Klarna


JBW is one company that is focused on only sourcing ethical diamonds for their timepieces.They’ve made it their mission to create bold and luxurious timepieces that everyone can afford without compromising integrity. 

Just in time for Valentine’s day, JBW Timepieces start from $169