Astrea London appoints former Watches of Switzerland MD as CEO

Astrea London has appointed Michelle Aherne as managing director. Aherne joins the luxury lab-grown diamond house after spending more than 12 years in senior leadership positions at the Watches of Switzerland Group.

The new managing director previously worked as head of jewellery buying for the UK at the watch and jewellery retail group. 

During her tenure, she managed luxury jewellery portfolios and established a regional retail boutique for De Beers.

The diamond brand was founded by French entrepreneur Nathalie Morrison and features actress Sarah Jessica Parker as global creative director and founding partner. 

The business operates retail boutiques across the UK, Europe, and Dubai.

The company uses stones graded in the top tier for colour and clarity. The manufacturing process relies entirely on recycled gold, with production based at its specialised factories in France.

Morrison said: “The appointment of Michelle marks an important milestone for Astrea London as we accelerate our international retail expansion. Her extensive experience in managing premium global brands and developing private-label collections will be invaluable in driving our next phase of growth.

“We are committed to delivering the highest standards of luxury and sustainability in the lab-grown diamond sector. Michelle’s strategic vision and deep understanding of the luxury market will help us strengthen our presence in existing regions and establish the brand in new global destinations.”