Luxury, Reimagined

Three generations in jewelry. One conviction - that fine jewelry belongs notonly to the biggest moments, but to the days in between.

Our Story

Since Love began with nearly two decades of insight into the jewelry industry.
Founder Jason Wang grew up in the trade, where his family began wholesaling natural diamonds in 2006.
By the mid-2010s, the market began to shift—first in wholesale, then in public view.

Since Love | Born for the Moment

Fine jewelry for everyday life. Whether for ordinary days or milestone moments, every occasion deserves to be celebrated with elegance.

— Chapter I

The moment

Lab-grown diamonds arrived. Not as a novelty, but as a technically and opticallyidentical alternative to the natural stones our family had traded for years. Theindustry, predictably, tried to protect itself - treating lab-grown diamonds as athreat, a curiosity, a lesser thing.

But Jason saw it differently. He saw a chance for fine jewelry to finally be freedfrom the economics that had constrained it for generations.

Our family began wholesaling lab-grown diamonds - among the early participantsin what is now a rapidly expanding global category. By then, one question hadbecome impossible to ignore.

If the cost of exceptional quality has fallen this much, why is fine jewelry stillreserved only for the biggest moments of a life?

Our Story

Since Love. was born from a simple belief: that love deserves to be celebrated honestly and beautifully. We are a jewelry brand devoted to creating pieces that mark life’s most meaningful moments — engagements, promises, and quiet acts of devotion. With years of experience in fine jewelry design, we have learned that true luxury lies not only in craftsmanship, but in intention.

So, we set out to create something different — a brand that honors love not only in its beauty, but in its values. And that’s how Since Love. was born.

As we grew within the jewelry world, we became more aware of the hidden costs behind traditional practices — environmental strain, lack of transparency, and ethical compromise. These realities challenged us to rethink what jewelry should stand for. Since Love. was created to offer a more thoughtful alternative: refined design paired with responsible sourcing, using lab-grown diamonds and carefully selected materials that respect both people and planet.

Shop Ethical Jewelry

Our Mission Pillars

Mission

Our mission is to create meaningful jewelry that honors love with integrity, responsibility, and intention — a belief that has guided Since Love. from the very beginning.

Sustainability goals

We create jewelry responsibly, using lab-grown diamonds and conscious materials to reduce our environmental impact.

Our Team

We believe great jewelry is created by people who care — a team united by respect, craftsmanship, and a shared love for what we do.

Love, treated with care.

At Since Love., we craft every diamond with unwavering sincerity and meticulous precision, thoughtfully selecting each precious material to honor both beauty and responsibility. Every piece of jewelry is not only an extension of radiance, but also a tangible reflection of love.

OUR MISSION

"We believe that luxury shouldn't come at the cost of the planet or its people. This mission is at our core and it's in our ROOTS. We live and breathe this philosophy. And that's how we are reimagining fine jewelry by merging beauty, ethics, and innovation to create something truly extraordinary."

Repurposed Metals

Today, 99% of our gold and 95% of our silver are repurposed. By the end of 2025, 100% will be repurposed or Fairmined.

Circularity

Recycled and repurposed materials. Timeless designs. Lifetime warranties and trade-in programs.

Zero Waste

No single-use plastics by 2050. Zero waste in showrooms and offices by 2033.

Sustainable Packaging

Our company-wide emission reduction targets have been validated by the Science Based Targets initiative.

The Since Love Difference

Jewelry Crafted with Intention

Every piece from Since Love. begins with the thoughtful vision of our designers, meticulously shaping every detail to achieve perfect balance and brilliance. Our skilled artisans bring each design to life with patience and precision, allowing it to shine uniquely in your hands.

We carefully select lab-grown diamonds and sustainable precious metals, combining beauty with responsibility. Each creation is not only a union of light and form, but also a vessel of love to be treasured.

Shop Diamond Jewelry

Jewelry Crafted with Intention

Every piece from Since Love. begins with the thoughtful vision of our designers, meticulously shaping every detail to achieve perfect balance and brilliance. Our skilled artisans bring each design to life with patience and precision, allowing it to shine uniquely in your hands.

We carefully select lab-grown diamonds and sustainable precious metals, combining beauty with responsibility. Each creation is not only a union of light and form, but also a vessel of love to be treasured.

Shop Diamond Jewelry

Jewelry Crafted with Intention

Every piece from Since Love. begins with the thoughtful vision of our designers, meticulously shaping every detail to achieve perfect balance and brilliance. Our skilled artisans bring each design to life with patience and precision, allowing it to shine uniquely in your hands.

We carefully select lab-grown diamonds and sustainable precious metals, combining beauty with responsibility. Each creation is not only a union of light and form, but also a vessel of love to be treasured.

Shop Diamond Jewelry