June 2022 | Lab Grown Magazine

June 2022 | The Lab Grown Diamond Resource Book 26 To advertise call (888) 832-1109 | June 2022 27 why a supersized LGD spike is expected hit the US and Canadian markets by the last week of September, and gain examples of European LGD bridal and fashion trends – all quickly moving to your corner of the world. Those items will be addressed in next month’s issue. Who, What, Where, When and Why? MVI Marketing was staring down LGDs in 2004, a time when most thought man-made diamonds would be a mere ‘flash in the pan.’ I recall several (then) leaders laugh- ing at LGDs dismissing even the tiniest of ‘threats’ to natural diamonds. In 2004, and the many years that followed, diamond ex- perts placed LGDs on par with CZs, or non- precious crystal stones. In those days, many dismissed LGDs as “fake,” (some still do) and didn’t return their gaze until recent years. As we know, the FTC mandated to strike the word “fake” as well as “synthetic” when wordsmithing any LGD’s branding, marketing and adver- tising vernacular. Yet, MVI’s founder, Mar- ty Hurwitz, knew in 2004 he had to do more than keep a keen eye out, he knew he and his team had to study the LGD scene, track its growth and report their findings. And, so he did. Repeatedly. I recall a dynamic 2018 LGD study from his group, the same report that now serves as a sort of ‘base line’ when comparing those findings to Chatelain’s lat- est efforts. Studies like these require hundreds, if not thousands of cross-sectioned, vetted re- sponders from a select age range and in- come level. Qualified reports that don’t lean to a side also require multiple ethnic, various geo-targets and compartmentalized social economic factors. Some may know Marry Hurwitz’s con- nection to Chatelian, his personal and pro- fessional propensity to LGDs, and/or his significant position with the International Grown Diamond Association (IGDA). Yet it is our understanding IGDA had no involvement within this study. It’s also a solid reason Chatelain took the lead in this project and remains the POC. Moreover, minus an innocent nod to the ‘Next Gen Consumer,’ a story published on May 5, 2022 by Hurwitz and appearing on theIGD. org site, his piece is obviously promoting the positive side of female empowerment in our sector, not an advertorial to sell more MVEye reports.