February 2023 | Lab Grown Magazine

February 2023 | The Lab Grown Diamond Resource Book 22 Mailed to 24,000 Jewelers Monthly - To advertise call (888) 832-1109 | February 2023 23 The Grass isn’t Always Greener The color green is a fast growing favorite color at diamond retail. To be precise, the retail trend is installing live green plants, moss or ferns, typically in a vertically presentation, standing tall at a prime location within a store. These types of dynamic visuals are usually self- watering, aromatic, visually calming, and a silent nod to sustainability. If you opt for live greenery installations to support your store brand’s intention to be “good to Gaia,” that’s great. Trying to trick customers into thinking grown diamonds are more Earth friendly by staging them in and around live greenery is called greenwashing, and could be illegal. Greenwashing is the practice of making brands appear more sustainable than they actually are. It may involve visual marketing ploys, misguidedPR, or simply changing the logo, packaging and/or incase presentation of an existing product to suggest the item has a low to no carbon footprint while continuing to use unsustainable or unproven claims of sustainability. Presently, the FTC is seeking comments on whether the agency should provide input on nineteen green terms, including “sustainable,” “carbon neutral,” “low carbon,” “carbon negative” and “net zero.” You can add your comments until February 21, 2023 by visiting tinyurl.com/ FTCGreenGuideSubmissions2023 Moments of Zen The appeal of natural plants in professional environments have long been used to offer a more Zen-like room treatment. Consistently used in doctor’s waiting offices, hotels to beauty spas, the only wrong turn you can make with plant décor is to fake it. Even the best silk and wood concocted arrangement will be read as fake or disingenuous to its surroundings. Using faux plants at retail, often defended by low light situations, are a failed attempt at pretending Occasions Fine Jewelry in Midland, Texas (Left) Gradman’s Lab Diamonds, a two-floor, minimalistic London jewelry shop will debut with a 14’ dwarf boxwood green velvet buxus shrub wall featuring an extruded “G” logo. They intend to sell natural diamond designs on level one and lab on the second floor. Photo: Greg Gradman (Right) Occasions Fine Jewelry in Midland, Texas deployed a self-watering greenery wall of exotic plants. Sure to strike up a conversation, two cozy chairs and a table invite you to relax and stay awhile. Photo: Occasions Fine Jewelry