Behind the Brand

A New Kind of Brilliance

Nova Born is a new beginning—born from light, driven by values, and grounded in beauty. The name itself reflects our mission: Nova, a celestial burst of energy and brilliance, and Born, symbolizing our fresh start in the world of sustainable fine jewelry. Together, Nova Born represents a bold, modern way to shine.

Lab grown diamonds are identical to mined diamonds in every way—except they’re created in controlled environments, free from conflict, and far more sustainable. We started Nova Born because we believe that your jewelry should reflect not only your style, but also your values. With Nova Born, you don’t have to choose between luxury and responsibility.

This brand was born from an idea:Why can’t fine jewelry sparkle with meaning too?

Our team believed in a future where luxury doesn’t harm the Earth or hide its origins. With this shared mission, George, Iris, and Sadaf began building Nova Born—each bringing a unique strength: leadership, customer connection, and digital storytelling.

George Crew

President and Founder

George has spent decades building the Brand legacies in the Diamond Industry. With a deep understanding of what today’s clients want—beauty with purpose—he envisioned Nova Born as a way to embrace innovation without sacrificing tradition. His leadership and passion for timeless design have shaped Nova Born’s identity from the start.

Phone: 856-371-0136

Iris Wu

Director of Operations and Gemologist

Iris brings years of gemological expertise and personal care to Nova Born. She’s passionate about making the diamond-buying experience meaningful and transparent. From sourcing the finest lab grown stones to educating customers, Iris ensures that every Nova Born piece reflects integrity and brilliance.

Phone: 610-731-9584

Sadaf Jalali

Director of Brand Strategy

Sadaf led the creative and strategic vision for Nova Born’s brand and digital presence. With a background in design and storytelling, she brought the look, tone, and purpose of Nova Born to life. Her goal is to make sustainable luxury feel modern, accessible, and personal—from our visuals to your online experience.

Phone: 215-936-2743