A new jewelry brand, Sexto Elemento, will debut at Feninjer, the São Paulo trade show, on February 10. The brand, which aims to bring lab-grown diamonds to Brazil, is spearheaded by Georg Leifheit, a former executive with Signet and Swarovski. Brazilian designer Andrea Paes will design the jewelry, which will incorporate nature, music, fashion, and architecture-inspired motifs.
Leifheit founded Sexto Elemento with the goal of introducing lab-grown diamonds to a new market. "Brazil is relatively new to lab-grown diamonds," he explained. "While international travelers may have encountered them in the U.S., the concept is still largely unknown to the general population here."
Leifheit acknowledged that there may be resistance from Brazilian retailers, similar to the early days of lab-grown diamond adoption in the U.S. However, he believes that with time and education, the potential for growth is significant. "We’re confident this is a huge opportunity, and we’re excited to be a part of it."
Unlike the traditional focus on bridal diamonds, Sexto Elemento will focus on fashion, recognizing that Brazil doesn’t have a large bridal diamond market. Leifheit sees a promising future for lab-grown diamonds in fashion, noting that they have more potential in this sector than in the engagement ring market.
Leifheit brings a wealth of experience to the brand, having held senior positions at Signet, Swarovski, PAJ, and James Avery, with a deep background in strategic sourcing and jewelry product development.