Are diamonds, natural diamonds – as the ultimate symbol of love – being threatened? What can we do to address the developments below?

Lab-Grown Diamonds Surge 2,000% In Popularity As Sustainable Ultimate symbol of love Wedding Option.

“Some jewellers say interest has grown by more than 2,000% in five years as people look for more affordable options. They are physically and chemically identical to their natural counterparts but cost up to 85% less. Lab-grown diamonds are increasingly being seen as the better-value alternative. And a study of 1,500 would-be husbands and wives in the UK found 70% would be willing to opt for them. Value for money (55%) and sustainability (43%) are the main reasons they’d make the switch to lab diamonds. While 69% admitted they wouldn’t be able to tell the difference between the two types of gems.”

At the 40^th IDMA Congress, held in March 2023 in Israel, David Kellie, CEO of the Natural Diamond Council (NDC), called on the diamond industry and trade to rally behind the Natural Diamond Council (NDC) and participate, throughout the supply pipeline, in its efforts to promote diamonds – natural diamonds.

Watch this short recording of David Kellie speaking about his efforts to convince the industry to invest just a fraction of a percent of sales in promotion.

Fortunately, the recent IDMA Congress and its focus on marketing proved to be a watershed moment. Our industry is waking up to the NDC’s pleas and the fact that it is now or never.