October 2022 | Lab Grown Magazine

October 2022 | The Lab Grown Diamond Resource Book 22 To advertise call (888) 832-1109 | October 2022 23 October 23-25, 2022 Javi ts Center NYC THE TRENDS DISCOVER Attend the last notable jewelry event of the year Register for the show and stay up-to-date by visiting ja-newyork.com. David Kord JoPa Jewels In the demi-fine classification, there’s the 74-year old West coast discount jewelry chain, Daniels, an early adopter toLGDs and the creator of the EcoLove LGD line. Daniels is demi-fine and makes no bones about it. The majority of Lightbox Diamonds also qualifies for the demi-fine merchandising label. For more on demi-fine, please visit: https://www. youtube.com/watch?v=JIznAcd4K5s Soon, there will be costume LGD jewelry offered at the likes of Claires and Ink+Alloy. But that’s not where the LGD marketing push is trending. The worldwide promotion for LGDs wants to sell top down, which is very smart. Think of the bicycle brand Schwinn. While Schwinn remains a powerful, iconic and trusted brand in bikes, so is B&W, yet you would only consider buying a car from one of these brands. Doggy diamonds Having defined all of the above, there are exceptions to the “rules,” and those rules are being broken, or at least bent. Case in point: Frank Ocean. You may recognize this name as the visionary Grammy-award winning American recording artist. In August of 2021, Ocean started a jewelry company called Homer. Within it, several of his designs feature pixelated dog bone outlines filled with resin, enamel, 925 silver and LGDs. While cartoonish in design, the non-binary collection has become a fast hit to Fashion Week’s finest. Ocean’s prices range from $435 for a enamel and silver pendant with ten quarter-point, white LGDs to $1.9 million for a “sphere legs high jewelry necklace.” Note the reference of the words “high jewelry” in his description and then compare this pendant (it becomes a necklace to this brand when a leather cord or chain is added). I’ll let you be the judge on the price differential. While not meant or offered as pet charms, Oceans’ constant pixelated dog bone motif in blankets and floor mats have some dressing their doggy in diamonds. Frank Ocean LGDs that is. Diamond Keywords & Google trending Branding (or the lack of) is what will force LGD designs and their designers into one of the three previously listed merchandising categories. In the meantime, most consumers aren’t searching online for jewelry classifications, they are searching by keywords and phrases. When it comes to anything lab-grown, here’s the breakdown from the last twelve months of LGD-related searches… The first test was with the exact phrase “lab-grown diamonds” Even though grammatically correct, not a lot of people are using the hyphen to search for or communicate lab-grown diamonds as per Google Trends. When the hyphen is removed within Google search, a noted difference may be seen in “lab grown diamonds” (as color-coded in red). The difference in trying these terms as singular or plural (diamond or diamonds) produced very similar analytics. Photo: ALTR Photo: Oscar Massin Photo: Homer Photo: Homer Set in platinum with 950 platinum accents, a half carat, white LGD is nestled within two-tone enamel at a price that will catch you off guard. Photo: Homer