Ask almost anyone a couple of decades ago if they’d be interested in buying a diamond made in a lab—one that’s more environmentally friendly, without mining and pollution of groundwater—and they would most likely look at you like you were crazy. Why would we even need to grow a diamond if we had plenty of mining left that we could still do? Why worry about polluting if “global warming” is just a “theory?”
Yet, in the past couple decades, we have seen the impact of diamond mining on our planet and on some of its most disadvantaged people.
Luxury has never been as democratised as it is now, and consumers demand transparency. The promise of high quality and prestige is no longer enough, as consumers now look for ethical and responsible practices. Sustainability has never been more of a hot topic. Eighteen American scientific societies including the American Association for the Advancement of Science, the American Medical Association and the American Meteorological Society agree that
“Observations throughout the world make it clear that climate change is occurring, and rigorous scientific research demonstrates that the greenhouse gases emitted by human activities are the primary driver.”
A lab-grown diamond is produced at 7 times less the environmental cost than a mined one; one that goes beyond the Kimberley Process definition of “conflict-free”. It allows us a new way forward in fine jewellery.
Diamonds have caused bloodshed since the 16th century, and mankind has been trying to create diamonds for over 100 years. However, progress takes time. A set of unwritten individual and combined breakthroughs culminate in the acceptance of a new concept. Purchasing and supporting sustainable products is increasingly becoming a “common sense” practice for consumers.
The time for cultured diamonds is now. We have never been more ready to embrace diamonds grown by the genius of human innovation. Not only have humans perfected the science of growing perfect gem-quality diamonds, but we can now do so with 100% renewable energy. Cultured diamonds will still last us forever, and they have great emotional value to us and to those around us. This progressive jewellery we pass on to our future generations will carry the guarantee that it did not cost our planet or its people.
We still face a mined diamond industry that continues to generate controversy and can battle us with a relatively unlimited advertising budget. But there will be a day when cultured diamonds will just be called “diamonds,” same as cultured pearls are just called “pearls.” (Today, 99% of the pearls sold are cultured pearls). We are proud to lead the efforts to revolutionize this industry.
We have the purest diamonds. They come out perfect almost every single time. We don’t mine. We never put people in conflict and most of us give back by planting trees or helping societies in need. It can’t get much better than this when it comes to diamonds.