The diamond evolves: between tradition and transformation
1. The natural diamond: a historical symbol… called into question
For decades, the natural diamond has been presented as the ultimate expression of love and luxury. De Beers, the long-standing industry leader, has played a significant role in shaping this vision through powerful campaigns like “A Diamond is Forever.”
But today, this narrative is being challenged by the rise of lab-grown diamonds, a technological alternative that is attracting a new generation.
2. A strong statement from De Beers: “a vast scam”?
In a recent interview published in the Wall Street Journal, the CEO of De Beers called lab-grown diamonds a “massive scam.” This is a very strong position, which above all reflects concern about a profound shift in the global market.
Read the full article: Wall Street Journal – De Beers Battles Diamond Price Plunge (Wall Street Journal, July 17, 2025, American Edition)
3. Lab-grown diamonds: a legitimate and traceable alternative
Contrary to popular belief, a laboratory diamond is a real diamond, with the same chemical composition as a natural diamond.
Its advantages:
- manufacturing without mining or maritime extraction
- more affordable price
- full traceability
- best environmental record
The major brands and brands are not mistaken: Unsaid, Vever, Fred, Walmart, Signet (Kay, Zales, Jared), and even Pandora are now massively integrating these stones into their collections.
4. The denigration strategy: a risky bet
Systematically pitting natural diamonds against lab-grown diamonds helps neither brands nor consumers. This marketing strategy divides rather than educates.
Many players today are banking on the coexistence of the two models, leaving the client free to choose what suits them best. This educational and respectful approach seems more sustainable.
5. Our vision at Exquisite Lab Diamonds
At Exquisite Lab Diamonds , we believe in innovation at the service of emotion.
We simply propose another way:
- high-end laboratory diamonds
- tailor-made support
- unique or personalized jewelry, traceable, made to order
True luxury, in our opinion, is the freedom to choose ethical jewelry that reflects you.
- Discover the diversity of our laboratory diamond collection
- Learn more about the CVD and HPHT growth (useful Wikipedia link)
6. In summary: no war but a changing world
What we are observing is not a conflict, but a natural transformation of the market.
And as in all changing sectors, it is the brands that are able to adapt and respect consumer choices that will create the future of luxury.
