(IDEX Online) - Selfridges is selling lab growns at its flagship Oxford Street department store, in London, in a high-profile endorsement for the sector.The Diamond Lab, a UK lab grown jewelry brand has a pop-up concession for a month at the Wonder Room, Selfridges' watch and jewelry hub.Vrai, the e-commerce division of US-based Diamond Foundry, already sells via the Selfridges website, but does not have a physical presence.The Diamond Lab say it has 40 styles on offer and more than 1, 000 loose stones, including an exclusive-to-Selfridges yellow diamond set in bracelets, necklaces and anklets. Its hero piece is the unisex Lab 100 bracelet, featuring a single diamond floating on a near-invisible thread.The Diamond Lab is at Selfridges until 28 June.Pic shows The Diamond Labs' unisex Lab 100 bracelet and Selfridges' flagship store in London.