Our Founder
Dana Asam
"I created Dana Asam Jewelry to make pieces I believe in. Thoughtfully designed, ethically sourced and uncompromising quality that is meant to last."
The Collection
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Justesse Collection
Justesse Necklace
£10,500
Gold · White Gold
Justesse Bracelet
£7,750
Gold · White Gold
Earring Collection
Linéa Drop Earrings
£4,000
Gold · White Gold
12ct Angel Earrings
£6,840
18K White Gold · 14K White Gold
Necklaces and Pendants
4ct Teardrop Pendant
£4,000
VS1 · 18k Gold · Pear-cut
Rings
3ct Pinky Promise
£3,000
VVS1 · 18K White Gold · Pink Diamond
First Look
The Justesse Collection
The debut collection. Crafted in solid 14K yellow and white gold and set with VS1 lab-grown diamonds. Justesse is designed to form around the body's natural curves with fluid and sculptural lines.
Justesse refers to an object of balance — not too much, not too little, but precisely enough.
Our Diamonds
Lab Grown. Ethically Perfect.
Our diamonds are cultivated with precision, producing stones that are chemically, physically, and optically identical to mined diamonds — without the environmental or ethical concerns. The same brilliance. A clearer conscience.
"I wanted to create jewelry that women could wear with pride — not just for its beauty, but for what it represents. Luxury without compromise."
Our Gold
14k and 18k Pure Yellow and White Gold
Sculpted for each piece by hand in a (RJC) Responsible Jewelry Council, and (GEM) Green Energy Management Certified Factory. Ensuring our values of ethical brilliance are carried out fully.
Our Promise
Crafted with Care
Exceptional Clarity
Only VS1 clarity diamonds make the cut. Each stone is carefully individually selected for its exceptional brilliance.
Ethical Sourcing
Lab-grown diamonds and responsibly sourced gold. Beautiful jewelry you can feel good about wearing.