June 2024 | Lab Grown Magazine

June 2024 | The Lab Grown Diamond Resource Book 24 Mailed to 24,000 Jewelers Monthly - To advertise call (888) 832-1109 | June 2024 25 but would fall into a fit of rage if their finance left the house without her engagement ring. The most surprising part of Tiffany & Co’s men’s “launch” is it’s not. They are doing a re-launch and hardly a creative one. The Tiffany Lie Who do they think they’re fooling? CNN and major news outlets covered their failed men’s engagement ring trend attempt in 2021, It’s simple to prove this with any search online, or click the URL in the image caption of this story. You’ll see the same styles in the same metal and the same diamond shapes - but touted as their “new collection.” They claim it’s “their first” or debut concept. Of course, all their diamonds are natural (for now) and they have added a handful of new looks, but the base grouping came right out of their vault from three years ago. Attempted and failed in 2021, Tiffany & Co made national news on their debut of men’s engagement rings. CNN gave them a nice national push (click here to read that story from three years ago: https://rb.gy/g6ofzg. Now, LVMH’s legendary Tiffany & Co. is lying. They’re current home page claims: “The House’s first men’s engagement ring is here.” Really? Look at the CNN Tiffany photo image and you’ll note the male engagement rings are the exact same styles and diamond shapes/cuts that are allegedly “just designed.” The only thing that’s appears new is the creative ad backgrounds and the fact they are telling people it’s new. Photo: Tiffany and Co. Charles & Colvard’s appears to be moving away from moissanite to a minium of VS1, E color LGDs. Starting at 2 ct round centers. “Caydia” LGD solitaire ring set in 14kt white gold retails for $7,190 in sizes 9 to 14, including ½ sizes. For now, this brand’s male engagement rings are only created in LGDs. Photo: Charles & Colvard What’s most strange is if you search for “men’s engagement rings” on any search engine, you’ll find a lot of options including sponsored ads directing consumers to this Tiffany & Co. page: https://www. tiffany.com/engagement/shop/mens-engagement- rings/ Yet, if you search for the same term on the Tiffany. com site, you’ll get 146 results – but nearly all are labeled as ladies and by the sizes offered – they are. A few denote unisex promotional wording and images but none with an outright “for men only” approach. Paying for display ads on Google and Bing with expensive ad words/phrases like “engagement ring” seems counter productive to not finding the product on their site, but it’s there. The Truth The real reason the men’s engagement ring concept didn’t work in 2021 wasn’t made public, but it is now. In bridal, North American heterosexual men put themselves last in the bridal jewelry purchasing list of priorities. Their personal spend comes last. This is why so many “contemporary metal” men’s wedding bands like Tungsten Carbide (which isn’t even a metal) cobalt and titanium were and are selling for hundreds, not thousands. But those are 99% wedding bands - not male engagement rings . From the typical males spend perspective, the female’s engagement ring is front and center - that where his dollars are directed. Then, her wedding band, and then finaly his, last. Some men even consider diamond gifts for the Mother of the Bride, or splurge for sets of bridesmaid’s earrings or solitaire pendants to keep a consistent bridal party themed look – just like the color scheme and design of bridesmaids’ gowns. This is where smart lab diamond retailers get a real leg up, especially in their local market. Keeping it in the family two ivy-league university grad brothers took their families‘ 132-year history of creating high jewelry to the modern age. The brothers believe natural energy, royalty-inspired design and ethically- sourced materials will give them a win. While the company, Diamondere, has been known for natural diamonds, LGDs have been working their way into their merchandising. Set in 14kt these mounted LGDs go direct to consumer. Their retail prices start around $1,500. When contacted for a quote, Diamondere bypassed the fact every ring (men’s or women’s) that is offered in natural is also available in lab. Look for an extensive lab diamond pendant collection from this group most likely online as you’re reading this. Photo: Diamondere