Just this week I heard an established jewelry store advertising synthetic diamonds. I've understood that historically de Beers would cut off jewelry stores from

Just 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.