Natural diamonds companies, for their part, are taking preventative measures to ensure they don't get edged out. ... On the first day of the show, a newly-forme

Natural diamonds companies, for their part, are taking preventative measures to ensure they don't get edged out. ... On the first day of the show, a newly-formed alliance of natural diamond companies called the Diamond Producers Association unveiled a new marketing slogan: "Real is Rare." The campaign, which goes live in September, targets young shoppers who crave real products "in a world of superficial interactions," according to a press release the DPA put out. There's no mention of synthetics in the release, but it's clear the tagline implies that lab-grown diamonds aren't "real." Don't count the mined diamond suppliers out yet. It's been all about marketing for decades so this is just the first shot.