Novita Diamonds partner with WWF charity
Apr 10, 2023
Giving Back
Novita Diamonds and WWF
NOVITA DIAMONDS and the team, has always taken the responsibility to the environment and its inhabitants, particularly those at risk, very seriously. We have previously partnered with Dress for Success to give marginalised women a fighting chance, and we couldn’t be happier with the results. Meaningfully contributing to the happiness of so many vulnerable women made us realise that we can and should do more. Therefore, we are proud to announce that we are working together with WWF as a member of the brand-new Partners in Purpose program, a community of small and medium businesses making a big impact on nature.
NOVITA DIAMONDS’ mission has always been to make changes for the better. Contrary to the narrative pushed by mainstream media and large corporations, helping the planet and its inhabitants do not need to come at the expense of quality and affordable prices for the consumers. NOVITA DIAMONDS is proof of that fact. By exclusively offering lab diamonds in UK, not only are we helping save the environment and people’s lives in conflict regions, we are undercutting the prices of mined diamonds by about 75%!


All mined diamonds are a detriment to the planet’s health, even those claiming to be ‘conflict-free’. The very act of mining, by definition, is destructive to the earth, not helped by the fact that most diamonds are mined in conflict regions like Congo or Sierra Leone, where the rule of law is non-existent. Besides the slave labour used to mine the diamonds, environmental destruction. Pristine ecological sites like rainforests critical for species’ survival, many of which are only found in very specific places, are cut down or burned and turned into mines. Rivers and lakes aren’t spared either. Riverbanks are cut and mined, leading to highly toxic chemicals leaching into and poisoning the rivers vital for the survival of humans and animals alike. In fact, animals have been observed to lose their fur before quickly dying when they drink from rivers downstream of diamond mines. Even underground aquifers that are often the only source of drinking water for villagers are contaminated, rendering the groundwater undrinkable. This unending cycle of destruction has pushed many species to the brink of extinction and will continue to do as long as the mined diamond market thrives. 

Eco friendly Novita Diamonds

Infinitely more sustainable than mined diamonds, lab grown diamonds eliminate all its drawbacks. Created in highly controlled machines, man made diamonds require no mining or exploitation of enslaved people. No forest needs to be cut down or any rivers to be poisoned for lab grown diamonds to exist. By exclusively dealing with lab grown diamonds in UK, NOVITA DIAMONDS is already more ethical and sustainable than any other diamond retailer since even those that sell lab created diamonds in UK still promote and sell mined diamonds. NOVITA DIAMONDS, however, was not content with just being sustainable. Its mission since its inception was always to do more than just the bare minimum required to enrich society and the environment. With our ongoing partnership, Dress for Success, we are confident that we are making a positive change by giving those that are marginalised by society a fighting chance to improve their lives and the lives of their families. NOVITA DIAMONDS feels that it is the right time to bring its full focus on helping the environment by working with the prestigious WWF.


With the worsening effect of climate change brought on by continued human activity, vulnerable animals, insects, plants, and trees need our help more than ever. There is no better equipped or trained organisation than WWF. Founded in 1961, WWF is the world’s largest conservation organisation, with over five million supporters worldwide, working in more than 100 countries and supporting around 3,000 conservation and environmental projects. WWF’s mission is to “slow and eventually stop the extinction of threatened plants and animals and to support their recovery by addressing the threats that affect them.” As a contributor to WWF, NOVITA DIAMONDS will help rehabilitate and restore wildlife, particularly Koalas, habitats and future-proof Australia against climate disasters. And into a more sustainable future with wide-ranging projects such as growing two billion trees by 2030. If you would like to expand your knowledge on lab diamonds, check our lab grown diamonds guide where our expert gemmologist share all the up to date insightful information of the lab grown diamond rings market.