DIARA Studios: Stütz GmbH introduces new brand
Xenox and Stardiamant are the successful jewelry brands of Stütz GmbH. This year, the Linz-based company is presenting another brand at INHORGENTA – featuring lab-grown diamonds and recycled gold. It's a logical response to new market trends and customer needs.
Left: „Curated Ear“ look with lab-grown diamond jewelry from the new support brand DIARA Studios.
Offer for a new, broad target group
In line with its motto "Brands for Success," Stütz GmbH from Linz is introducing a new brand to its product portfolio. DIARA Studios is the name under which jewelry made from lab-grown diamonds and recycled gold will be sold. The concept of lab-grown diamonds isn't entirely new for Stütz: The company presented jewelry collections featuring cultured stones last year, generating considerable interest and success in Munich. It therefore seems a natural progression that Stütz is responding to market trends just a year later and dedicating a separate brand to lab-grown diamonds.
DIARA Studios' offerings are aimed at modern customers who value quality, sustainability, and innovation, according to the company. Stütz is using lab-grown diamonds and recycled 585 gold for the new brand and offers a lifetime guarantee on the jewelry. At the same time, the use of lab-grown diamonds is intended to make luxury more affordable and appeal to a broader target audience. Managing Director Alexander Stütz reported:
The year 2024 demonstrated the enormous potential of lab-grown diamonds, highlighting their complementary and expansive offerings in the jewelry sector. Numerous studies predict strong growth potential for lab-grown diamonds in the coming years. Therefore, it was essential for us to establish a distinct and emotionally resonant brand for this category, creating a stronger differentiation from our existing Xenox silver and gold range. With this strategy, we are positioning ourselves for 2025 as a provider with a diverse brand portfolio, while Xenox focuses on its core silver and gold offerings.
XENOX SILVER: Trendy pieces for more individuality
The successful support brand XENOX presents timeless designs of premium quality this year, catering to all the needs of jewelers that drive sales. The jewelry collection includes basics, trendy pieces, and a charm concept that offers ample opportunity for individual customization.
The XENOX SILVER collection is tailored to current trends and is perfect for versatile layering and stacking looks. Stütz focuses on affordable jewelry with the XENOX silver line, priced under €100, as this price category continues to play an important role.
XENOX FINE: Modern solitaire jewelry and delicate basics
The high-end XENOX Fine line enjoyed great success last year with its modern Basic collection, which is why Stütz is expanding this line in 2025, giving the classic solitaire jewelry a modern twist. This year, the designs of the Basics, crafted from 585 and 375 gold, will be somewhat more delicate, a style that is particularly in demand given the current gold price.
Stütz GmbH proves itself to be a valuable partner for jewelers with its product range and also recognizes the importance of trade fairs such as INHORGENTA. Managing Director Alexander Stütz emphasizes:
The trade fair has proven to be an excellent platform for presenting our diverse and innovative projects to our partners and prospects. As a full-service provider constantly developing new concepts, INHORGENTA offers us the opportunity to showcase our brands and products in an inspiring environment. Our customers and prospects appreciate being able to see and feel the concepts and products on-site and engage directly with us.
Visit the stand of Stütz GmbH, number 326, in Hall A2.
Annegret Moser
