January 2022 | Lab Grown Magazine

January 2022 | The Lab Grown Diamond Resource Book 22 To advertise call (888) 832-1109 | January 2022 23 American publication powerhouse, Conde Nast and one of its leading national titles: Brides magazine . Not to be outshined, San Francisco-based Dia- mond Foundry is taking above-ground diamonds to a massive scale, while providing the quality of mined diamonds en masse, with no ethical issues. After years of technology development and millions upon mil- lions of Hollywood A-lister investments, Diamond Foundry was named one of Business Insiders’ 21 Most Innovative Start-Ups. Ashes to Ashes Another American first in the lab- grown diamond arena is Texas-based Etherneva, which transforms the ashes of a deceased loved one into a cherished diamond. The pro- cess takes many months to com- plete, and prices start at $2999. This unusual process applies to beloved pets as well as humans. Etherneva is using science and technology, along with acute busi- ness acumen, to deliver a highly per- sonalized gift that may be eyebrow rais- ing to some but enduring to others and more valuable than any other mined or LGD to their audience. As you can see, there’s more to the message of the American spirit than a flag-waving banner. These are just a few examples of LGD companies taking a grassroots approach to showing their pride in Made in America. Clearly, playing the PR game close to home is a home run. In cities and states where these LGD producers have settled, employment is up.They are responsible for hiring local talent while reinforcing the sentimental allure of a diamond. On the retail side, for evidence that one US location can make a world of difference, look no further than the retail legend of Borsheims.This outstanding local jewelry retailer celebrates over 150 years,with the same senior management on board for nearly thirty years. Borsheims was the first US retailer to test market LGDs many years ago, at a time when guild doors, of which Borsheims is a leader, shunned the thought of offering a non-natural diamond option. The Omaha-based retailer didn’t buck the system, it reinvented it. Today, this luxury destination is proud to offer both LG and natural diamonds. It allows customers to make their own choice.Every sale,online and off, follows the same Made in America, heartfelt message of deep local trust underlined by the very word that is feared by some LGD producers: Value. No matter where you reside, if you are producing, designing, or selling LGD jewelry on a B2B or B2C level, you might want to think strongly about your Made in America message. Tout it in local PR; offer factory tours or in-store educational classes. If you design or manufacture, con- sider a private label or a white label partnership pro- gram, a wonderful marketing method to create your own brand, or form an alliance with a reseller. Focused on the luxe segment, Aether Diamonds' ad campaign features interracial and same sex couples, thus widening audience appeal using only branded cuts and styles in 18K white,rose, or yellow gold. Aether’s “ring jacket” inspired by CVD crystalline structural growth. Promoted as “1.37 ctw offsetting your carbon footprint for 1.7 years.” Set in fairmined 18K white gold. Unabashed images such as a male wearing Aether's zero-carbon, LGD drop earring speak to the daring details of this promising NYC-based luxury brand. (Details: tinyurl.com/AethaDiamonds. Photos: Aether Diamonds. Graphic: Luxe Licensing) Center: Diamond Nexus' LGD engagement ring set in 14K white gold is promoted on diamondnexus.com with a Brides magazine quote. This form of promo- tion is very close to a product endorsement but avoids that complication by generalizing the compli- ment without specifics. (Photo: Diamond Nexus) >>