2020. In 2008, we launched a new jewelry brand, Innocent Diamond, with a store in tc Galerija. The first in the Balkans to produce diamond jewelry of ethical and ecological origin, with laboratory diamonds.
The idea for the creation of the Innocent Diamond brand arose from the belief of the Stefanović family that jewelry of exceptional quality can be an effective tool for greater social changes and a sure step towards a world in which, with the help of human inventions, we make the world a more beautiful and better place to live.

Our vision and mission is to be part of a more transparent, sustainable and compassionate jewelry industry. We work to contribute to a world where environmental awareness is developed, science works for the benefit of people, and everyone has an equal chance to fulfill their potential and achieve personal happiness.

Laboratory diamonds are chemically, physically and optically identical to mined diamonds, and we believe they represent the pinnacle of human achievement: through science and technology, we create a beautiful symbol of pure love, and offer you jewelry that costs less – both you and the planet we live on.

The greatest gifts are given and received from the heart, and the best companion for diamonds is pure emotion. Because diamonds are valuable, but honest relationships are priceless.
That’s why we wholeheartedly recommend: walk proudly, act joyfully in everything you do!

You can read everything about the brand at: innocentdiamond.rs