(PRESS RELEASE) De Beers is jumping into the manmade diamond trend, because it sees that millennials no longer hold the same values as past generations, so it needs to align itself with what the public wants, says Gary Lacourt, CEO of Forever Companies, which makes Diamond Nexus lab-grown diamonds.
Forever Companies views De Beers’ entry into the lab-grown diamond industry as positive, he said.
“We’re all extremely pleased here at Forever Companies by De Beers’ decision to enter the alternative and lab-grown diamond space,” Lacourt said. “They are raising the awareness of created diamonds and other alternatives to mined diamonds, and that’s good for our business, but, more importantly, it’s wonderfully good for diamond and jewelry lovers.”
“Having the largest and most powerful company in the diamond mining industry put their stamp of approval on lab-created diamonds as being a good choice for consumers is a really great decision for them. For a long time, De Beers was often known for not acting in the consumer’s best interest. This decision certainly changes that in a very positive way.”
As to the difference between lab-grown and mined diamonds, LaCourt says:
“Lab created diamonds and earth mined diamonds are exactly the same thing. It’s the same comparison as ice on a frozen lake and ice created in your freezer. One is created by a natural process and one by a man-made process. But in the end, they are identical in all ways down to the atomic level.”
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