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The competition is Canadian and Russian diamonds but De Beers have waged a publicity campaign against synthetics for years, even recently launching their own li
by teruakohatu 6y ago
The competition is Canadian and Russian diamonds but De Beers have waged a publicity campaign against synthetics for years, even recently launching their own line of synthetic diamonds but branding it as an inferior product.
- kbutler 6y agoJust this week I heard an established jewelry store advertising synthetic diamonds. I've understood that historically de Beers would cut off jewelry stores from the supply of natural diamonds if they sold lab-grown, but maybe their power has declined enough for the stores to jump ship. The ad noted "bigger" than natural, "created in a tiny star" (probably CVD https://www.brilliantearth.com/lab-created-diamonds/ https://www.brilliantearth.com/lab-created-diamonds/), and something about "created since you started dating..." I expected them to cite the improved clarity vs natural, but the ad didn't mention it.
- swyx 6y ago> branding it as an inferior product. wow. that is genius. you don't have to be a fan of what they do to recognize that they have incredible marketing savvy.