London-based brand E’LHAA introduces new jewelry featuring lab-grown diamonds.
E’LHAA is a British sustainable jewelry brand founded in London in 2019 by Shahina Kasak. The brand has a unique backstory—starting with its unusual name, which in Urdu carries a meaning associated with a goddess or the divine. Furthermore, its founder is a high-level executive, serving as the Chief People Officer at the investment firm W1M. The brand also stems from the creator’s personal motivations: “I spent years observing the creation of lab-grown diamonds before deciding to take action. I was initially intrigued, then convinced, yet not quite ready to move forward. Then, I lost a loved one, and the words I had heard from them for years suddenly took on a new meaning,” writes Shahina Kasak on the E’LHAA website.
With this in mind, the London brand is launching its “My First Diamond” collection for the holiday season. Like the rest of their jewelry, these pieces are crafted with lab-grown diamonds set in 9-karat gold. The collection includes the “Solo” earring—delicate enough for everyday wear, yet radiant enough to catch the eye. The diamonds are available in pairs with a total weight of 0.25 carats (£255), 0.50 carats (£330), or 1.00 carat (£480).
“Many women wait for someone else to gift them their first diamond. I wanted to create a piece that one could just as easily choose for oneself: beautiful, comfortable for daily wear, and the perfect foundational element for any jewelry collection. ‘Solo’ is the starting point for your own collection.”
Shahina Kasak, Founder, E’LHAA
