Luxembourg Launch · Thursday 3 December 2026 · MOB-ART studio · See the invitation

About ASHTH · Launching in Luxembourg on 3 December 2026

A Sustainable, Sensible, Conscientious Choice.

ASHTH is an international house of fine jewellery set with laboratory-grown diamonds, cut to our own patented standard and offered direct from our factory. Our European chapter opens in Luxembourg.

Join The Luxembourg Launch Discover The ASHTH Cut
The ASHTH Cut · Octagon · 97 Facets · Patented
97facets in our patented ASHTH Cut
2,000+original designs
20+jewellery categories, from solitaires to tennis bracelets
9K–18Kgold in yellow, white and rose, plus platinum
Kuntal Shah, Head of European Operations at ASHTH
Kuntal Shah, Luxembourg

A Personal Welcome · Head Of European Operations

Meet Kuntal Shah

Kuntal Shah leads ASHTH in Europe from Luxembourg, as Managing Partner of Kaleidoscopic Splendor S.à r.l., the company behind ASHTH Europe.

She is the person our clients meet. Every private consultation, bespoke commission and appointment in Luxembourg is handled by her personally, from the first conversation to the moment a piece is placed in your hand.

A fourth-generation jeweller from a prominent diamond family, Kuntal grew up in the trade before training as a lawyer, practising intellectual property and business law internationally across the United States, the United Kingdom and Asia.

ASHTH brings those two halves of her life together: the heritage of a diamond family, and a lawyer’s insistence on certification, provenance and doing things properly. Her brief is to bring ASHTH to Europe with the same care the house is known for: Luxembourg first, then Paris and Brussels.

Request A Consultation With Kuntal

Our Story

Born of the diamond trade. Made for the century ahead.

ASHTH was founded by diamond-industry veteran Mukesh Shah and co-founder Kaivan Shah, who bring decades of experience in diamond manufacturing and the international jewellery trade.

They saw a new generation asking more of the world’s most meaningful stone: the same fire and brilliance, with nothing taken from the earth to make it. Their answer was a house where science, craftsmanship and conscience meet.

Every ASHTH diamond is laboratory-grown, above ground and under controlled conditions. It shares the physical, chemical and optical properties of a mined diamond, and every piece of ASHTH jewellery is IGI-certified.

Today our designs span engagement rings and solitaires, eternity bands, tennis bracelets, statement necklaces and pieces made for every day. Each is made to be worn for a lifetime and passed on.

Hand wearing an ASHTH cushion-cut laboratory-grown diamond ring
Cushion-cut solitaire, laboratory-grown, set in white gold.

A First Look

Preview our ad.

Our thirty-second film for the European launch. The same diamond, with a different origin, worn where it belongs: in the middle of an ordinary, beautiful day.

Same diamond. Different origin. 00:30 · ASHTH Europe · ashth.eu

Our Promise In Three Words

Every word in our tagline rests on something you can verify.

Luxury has long asked to be taken on trust. We would rather be checked. Here is what each of our three words means in practice, and the facts that stand behind it.

I

Sustainable

sus·tain·a·ble · adj. · Able to continue without depleting what it draws on.

Every ASHTH diamond is grown above ground, atom by atom, from a single seed crystal. There is no mine behind it, no excavated landscape, no displaced earth and no tailings. What remains is the diamond itself, as brilliant as any ever unearthed.

  • The proof
  • Grown above ground in a controlled environment, not extracted from a mine.
  • No open-pit excavation and no disturbed land behind any ASHTH stone.
  • Known origin, documented in the certificate that accompanies every piece.
II

Sensible

sen·si·ble · adj. · Guided by sound judgement; the reasonable choice.

Our jewellery travels from our own factory directly to you. There are no wholesalers, no brokers and no layers of retail mark-up between the bench and your hand. The value stays where it belongs: in the stone, the setting and the craftsmanship.

  • The proof
  • Designed, cut, set and finished in-house, then shipped direct.
  • One short, accountable path from factory to client, with no intermediaries.
  • Lifetime buy-back on every piece.* Insured delivery across Europe.
III

Conscientious

con·sci·en·tious · adj. · Careful to do what is right, in every detail.

A laboratory-grown diamond has a known origin and no link to conflict. Each piece of ASHTH jewellery is IGI-certified and hallmarked, so you know exactly what you are wearing, where it came from and what it is made of.

  • The proof
  • Every piece of jewellery independently IGI-certified and hallmarked.
  • No association with conflict sourcing at any point in the chain.
  • Full transparency on metal purity and carat weight, in writing.

Three words. One standard. A Sustainable, Sensible, Conscientious Choice.

Request A Private Appointment

Our Signature · Patented

The ASHTH Cut: 97 facets, eight sides, one signature.

Our signature diamond is an octagon of 97 facets, cut exclusively for ASHTH. Seen from above, it reveals a pattern of arrows. Seen from below, a ring of hearts. Its eight sides echo the eight facets in our name, and every facet is placed to draw out the greatest brilliance and fire.

TABLE CROWN GIRDLE PAVILION CULET
Crown · Arrows patternGirdle · OctagonPavilion · Hearts pattern
8 SIDES 8 STAR FACETS ARROWS FROM ABOVE HEARTS FROM BELOW 97 FACETS IN ALL
Top view · CrownTable · Octagon
Shape
Octagon
Facets
97
Optical pattern
Arrows from the crown, hearts from the pavilion
Origin
Laboratory-grown diamond
Protection
Patented design
Availability
Exclusive to ASHTH
  • TableThe flat top facet, an octagon, through which light enters.
  • CrownThe upper facets. From above they read as eight arrows.
  • GirdleThe eight-sided outer edge that gives the cut its silhouette.
  • PavilionThe lower facets. From below they form a ring of hearts.
See The ASHTH Cut In Person

Mine. Not Mined.

The ASHTH creed. A diamond that is wholly yours to keep, and was never taken from the earth.

Our 8 Core Values

Eight facets. Eight values.

ASHTH takes its name from an ancient word for the eight facets of a diamond. Each facet of our mark carries one of the eight values we hold ourselves to, in every stone and every setting.

The ASHTH mark with its eight facets labelled: Creativity, Craftsmanship, Conscious, Contemporary, Character, Cost-Effective, Curation, CustomizationCREATIVITYCRAFTSMANSHIPCONSCIOUSCONTEMPORARYCHARACTERCOST-EFFECTIVECURATIONCUSTOMIZATION
  1. CreativityOriginal design, from a studio with more than 2,000 pieces of its own.
  2. CraftsmanshipSet and finished by hand in our own factory, by people who have done it for generations.
  3. ConsciousLaboratory-grown, certified and traceable. Mine. Not mined.
  4. ContemporaryDesigned for the way jewellery is worn now: every day, and on your own terms.
  5. CharacterPieces with a point of view, made to be recognised across a room.
  6. Cost-EffectiveDirect from our factory to you, so the price reflects the piece and not the chain of hands between.
  7. CurationCollections edited with intent, so every piece earns its place.
  8. CustomizationMade to your hand, your story and your occasion.

Direct From Our Factory

From our factory to your hand.

No wholesalers. No brokers. No showroom mark-ups. Every ASHTH piece follows one short, accountable path to you.

  1. 01

    Grown

    Each diamond begins as a seed crystal and grows, layer by layer, under carefully controlled conditions.

  2. 02

    Cut & polished

    Master cutters bring out each stone’s fire, including our patented 97-facet ASHTH Cut.

  3. 03

    Designed & set

    Our designers and goldsmiths set every stone in 18K, 14K or 9K gold, or in platinum.

  4. 04

    Certified & hallmarked

    Every piece of jewellery is IGI-certified and hallmarked before it leaves the factory.

  5. 05

    Delivered

    Shipped direct and fully insured to Luxembourg and across Europe.

ASHTH Europe

Europe begins in Luxembourg.

We chose Luxembourg for our European debut: a capital at the heart of the continent, with a long tradition of discernment and a taste for things made well.

From here, ASHTH Europe serves clients across the continent with our collections, private consultations and bespoke commissions, priced in euros and delivered direct from our factory. Consultations are led personally by Kuntal Shah, our Head of European Operations.

With Every Piece

The ASHTH Promise

Certified & hallmarked

Every piece of jewellery IGI-certified and hallmarked.

Lifetime buy-back*

We stand behind the value of every piece we make.

Bespoke & personalised

From a personal engraving to a piece designed around your story.

Diamond consultation

Complimentary expert guidance on stone, shape and setting.

Insured delivery

Every order travels secured and fully insured, door to door.

*Terms and conditions apply.

ASHTH Europe · Luxembourg

A Sustainable, Sensible, Conscientious Choice.

Discover ASHTH in Luxembourg. Kuntal Shah and her team will guide you through the collections, the ASHTH Cut and every option for a piece made to your wishes.

Request A Private Appointment ashth.lu