> That was the point where I realized the strength of diamonds product branding. Here's another interesting twist that further shows how powerful branding and

> That was the point where I realized the strength of diamonds product branding. Here's another interesting twist that further shows how powerful branding and marketing really are: Spence Diamonds is a diamond retailer in Canada that advertises extremely aggressively via radio ads. A few years ago, it started a huge campaign for lab grown diamonds, portraying them with adjectives such as "artisan-made" (going as far as comparing them to Michelangelo art). And what do you know: > While still offering mined diamonds, Spence has found that when its customers are given a choice, 80% of them choose lab-growns over mined diamonds[0] [0] https://www.forbes.com/sites/pamdanziger/2019/05/12/spence-diamonds-is-a-traditional-jeweler-that-discovered-a-gold-mine-in-lab-grown-diamonds/?sh=127b0b902b37 https://www.forbes.com/sites/pamdanziger/2019/05/12/spence-d...