Reimagining Diamond Culture: How Seed2Stone is Making Fine Jewelry an Everyday Statement

In an industry traditionally anchored to milestone moments and formal occasions, Amy Levine is crafting a different narrative at Seed2Stone. With decades of experience spanning from independent designer to product development expert for major brands, she's now revolutionizing how we think about and wear diamond jewelry.

Your journey from craft shows to launching Seed2Stone is fascinating. What inspired this latest venture?

Amy: After years of consulting with brands launching lab-grown diamond collections, I noticed they were all competing in the same space – bridal. While lab-grown diamonds were transforming the engagement ring market, I saw an untapped opportunity in fashion jewelry. During COVID, while others were adopting puppies, I gave birth to a business. Seed2Stone emerged from recognizing that diamonds could be more than special occasion pieces – they could be everyday expressions of personal style.

What sets Seed2Stone apart in the fine jewelry landscape?

Amy: We're focused on what I call "leave-on sleeping jewelry" – pieces you wear when you're wearing nothing at all. Our designs are engineered for comfort and durability, with innovative details like specialized metal combinations for better skin contact and uniquely cut posts for secure fit. While we offer classic pieces like pavé hoops, they're designed to be worn anywhere – from traditional ear piercings to nose studs or belly rings. It's about making fine jewelry that adapts to how people actually live and express themselves.

How are you connecting with younger generations who might be hesitant about traditional diamond jewelry?

Amy: Sustainability and inclusivity are non-negotiable for younger consumers, and that's become a cornerstone of our brand. We're seeing entire generations turning away from mined diamonds due to ethical concerns. By offering lab-grown diamonds in accessible price points – with 25% of our styles under $200 – we're making diamond jewelry attainable for self-purchase and personal expression. It's not about waiting for someone to give you a diamond; it's about choosing how and where you want to wear one.

What's next for Seed2Stone?

Amy: We're entering an exciting phase of expansion across multiple fronts. Spring 2025 will see the introduction of colored diamonds and fancy cuts, broadening our design palette while maintaining our commitment to accessible luxury. We're also developing a dedicated men's collection and expanding our distribution channels while remaining true to our direct-to-consumer, e-commerce roots.

How do you see Seed2Stone's role in transforming the diamond jewelry landscape?

Amy: I've worked my whole career to get to this point. We're changing how diamonds show up in people's lives. It's not just about the traditional love story anymore – a man giving a woman a ring on his timetable. We're creating pieces that let people express themselves, whether it's through an ear cuff, a nose stud, or a classic pair of studs. Each piece is engineered to be lived in, not stored away in a jewelry box.

The transformation is already underway, with the brand experiencing significant growth and a strong customer response to our innovative approach. When you can put a diamond in your nose, your belly button, or your upper ear, you're not waiting for someone else to give you permission to wear diamonds. You're making that choice for yourself, and that's what modern diamond jewelry should be about.

To explore Seed2Stone's innovative collections and begin your diamond journey, visit their website at www.seed2stone.com or follow their creative expressions on Instagram @seed2stone.