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Gloucestershire Business News

Skydiamond launches at Selfridges

A Stroud company that creates precious jewels from thin air has been chosen for a futuristic pop-up at Selfridges.

Skydiamond is part of the four-week Supermarket event at the iconic London department store.

Open now and running until April 30, it imagines what shopping could look like in the future.

Visitors to The Corner Shop in its Oxford Street store will be able to see the diamonds, produced from activated carbon, up close.

Skydiamond was launched by Gloucestershire entrepreneur Dale Vince as a way of replacing pollution-heavy diamond mining. He wanted to remove carbon from the atmosphere and store it in a permanent way.

It took more than five years of R&D to create and perfect the process to make the carbon-negative diamonds and the air it produces is cleaner than the air it uses.

The company is based at Q Park in Stroud, alongside clean energy firm Ecotricity which Dale founded in the 90s but announced he was stepping down from earlier this month.

He will continue to run Skydiamond and vegan food business The Devil's Kitchen and plans to make them the first tenants of his new EcoPark in Gloucestershire.

Dale said: "One of the first things we will build there will be a new kitchen facility and a place for the diamonds.

"Sales are going really well. We began in December and sold out in six hours which is fantastic. "Our problems has been production, not sales.

"It took ten years to crack the process of making them and now there is an awful lot of attention and excitement out there.

"We are launching with Selfridges to give a real-life experience for people with Sky Diamonds."

The Selfridges pop-up also includes 3D-printing robots creating everything from plant-based steaks to lightweight handbags and recycled plastic furniture on demand. Customers will also be able to browse custom Crocs created using over-stock and fashion items made from mushroom and pineapple leather.

Emma Kidd, Selfridges acting creative director, said: "Supermarket brings to life our imagined future shop, offering product on-demand as well as items made from future-facing materials.

"We are excited for our customers to explore Supermarket and hope to spark thoughts and conversation around consumption and physical ownership."

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