Revolutions rarely happen in the jewellery world. One of them is happening right now: people have learned how to make colourless diamonds! What will happen to us?
Revolutions rarely happen in the jewellery world. One of them is happening right now: people have learned how to make colourless diamonds! What will happen to us? It’s 2019, the FTC has finally dropped its demeaning term “synthetic” towards the environmentally friendly diamonds. And until recently, laboratories used to produce just technical diamonds (those used in X-rays, telescopes, microcircuits). Everything that we know about laboratory grown diamonds promises a jeweller revolution. After all, mass buyers of stones are not millionaires who have many irrational reasons to be picky. They are ordinary people who have been given the opportunity to propose with the engagement ring not with zirconium but with “the girl’s best friend.”
What does marketing have in store for you?
Today there are about twenty large companies producing laboratory created diamonds in the world. The promotion of this product is as creative as it gets. For example, what would you say about:
- Environment-friendly diamond does not harm either the earth or the people.
- Diamonds that are a ready-made heirloom of any size, color, and shape
- A precious stone made of a family-artifact, like your child’s first dropped tooth or a strand of a loved one’s hair.
- Or even a “memorial” stone, made from the ashes of the deceased pet
Among the most interesting cases of the pure marketing approach to the existence of this new improved technologies is the story of a scientist from Novosibirsk, who created technology to enrich fancy colour diamonds. It should transform a nondescript technical pebble of brown color into a brilliant clear water sparkling and transparent stone. However, at the moment the technology just “paints” a brown culling into a spectacular blood-red color. May we remind the reader, that earth-born red diamonds are incredibly expensive and rare, so this new tech is a real miracle of science.
What is the real benefit of innovation?
Literally and figuratively, man-made diamonds are perfection itself. It is not only the hardest mineral on earth but also a heat conduction champion, which does not dissolve in acid. The stone can only be burned with a very high temperature, actually, evaporate with carbon dioxide. Stella McCartney is actively interested in the environment-friendly diamond industry because they’re “green,” and produced at the expense of renewable natural energy. Besides, the origin of such gemstones has zero questions. Meanwhile, in order to find one carat of an earth-born diamond, you need to dig up twenty tons of soil. For the rest of us, mortals, such a thing is an artifact; a technological breakthrough; a thing from the future. Millennials do not just like quinoa and tofu; they still do not like child labor and respect the power of science. Lab created diamonds is the end of the mines so your choice will be highly eco-friendly and conflict-free. This, in addition to the amazing fashion-setting, they always prefer the opportunity to save the planet. All non-mined diamonds are produced in a peaceful environment and the production technology of lab-grown diamonds is rapidly progressing. According to the latest diamond industry outlook by ABN AMRO, lab diamonds producers can offer now improved quality products, which are warmly welcome by the consumers. Better sustainability perception and price/quality ratio of lab-made diamonds, as well as their social consciousness, environmentally friendly production, and emotional values, stand for real benefits of innovation in one of the most conservative branch.