October 2023 | Lab Grown Magazine

October 2023 | The Lab Grown Diamond Resource Book 12 Mailed to 24,000 Jewelers Monthly - To advertise call (888) 832-1109 | October 2023 13 36 WEST 44th STREET, SUITE #1103, NEW YORK, NY 10036 Tel.: 212 768 3200 Ext 108. Toll Free: 800-622-WAVE(9283) Ext 108 Fax: 212 768 3322 Email: info@gemwave.com / harshil@gemwave.com Celebrating 28 Years In Business DISCLAIMER: Lab Grown Magazine assumes no responsibility for content, articles, or advertisement in publication. All rights reserved. Reproduction in whole or in part in any form without prior written permission of the publisher is prohibited. The publisher reserves the right to edit all articles for clarity space and editorial sensitivities. Publisher Zev Oster Manager David Oster Features Writer Dan Scott Graphics / Production Kim Kennelly LabGrownAds@gmail.com Advertising & Sales LabGrownMagazine@gmail.com Circulation 24,000 Magazines Printed &Mailed Monthly Distributed at Show Bins PO Box 683 Pomona, NY 10970 T: 888-832-1109 F: 212-257-7056 www.LabGrownMagazine.com Find us on A division of Zev “Diamonds for All” vs. “A Diamond is Forever.” Pandora is expanding its exclusive lab-grown diamond collections to the masses through a lush holiday broadcast, digital, outdoor and in- store campaign entitled, “Diamonds for All.” The Pandora ads features model and actress Pamela Anderson, an interesting B-rated celebrity selection for the new face of their brand. Recently shot in Manhattan by renowned still photographer Mario Sorren, and directed by Gordon von Steiner of Vogue Magazine , Dior, Versace and Hermès creative fame, the Pandora spots focus on young Hollywood fashion and affordability from the brand’s lab diamond designs. Previously called “Diamonds by Pandora,” the company’s LGD line is now called “Pandora Lab-Grown Diamonds.” “We are committed to making lab-grown diamonds more sustainable. Our diamonds are grown, cut and polished using renewable energy at our facilities and have a carbon footprint of only 9.17 kg CO2e per cut and polished carat,” said Luciano Rodembusch, president of Pandora North America. Beyond sustainability claims, Rodembusch’s quoted comparisons often bank on natural diamond history, now seemingly positioning Pamela Anderson as the Marilyn Monroe of our day. “From ‘diamonds are a girl’s best friend’to ‘diamonds are everyone’s best friend,” Rodembusch, added. But get ready for a big natural diamond-clad mic drop. The De Beers Group added $20M into marketing mined diamonds for the Q4 holiday season through a “generic category campaign.” It’s launch time for the historic turned reignited “A Diamond Is Forever” campaign of yesteryear. The natural diamond ads reinforce the word “nature” within tag lines such as Artist credit: Mother Nature, Nature’s mic drop , and others. Dramatic single shot photography of high fashion brand name diamond designs set against a solid black background are elegant yet minimalistic. All forms of media with be deployed with an investment slant toward the “take-away” single line of copy and a solo diamond design from a world leading designer. Launching in early November, the refreshed “A Diamond is Forever” campaign’s hefty media spend is only running in the US and China, the world’s two largest diamond markets. This, in addition to a notably high investment increase ensuring natural diamonds are featured on the red carpet. These strategic moves are made to motivate consumers towards natural stones, especially during this winter and new year’s holidays. As Dan Scott points out in this month’s Carbon feature, new natural diamond ads, and their A-list celebrity endorsements are indeed casting a wide web of attention. It’s a fact that the NDC is increasing consumer diamond awareness and reigniting diamond demand. It’s also a fact, from a mass consumer perspective, that in-store diamond interests often shift to a larger, less expensive LGD as a result of refreshed diamond desire. Yet, the polar opposite is apparent for buyers of coveted designer brands such as Harry Winston and Cartier. Those shoppers are demanding natural stones. And so, mined and man-made diamonds remain fierce competitors continuing to run in the same race for the same customer. We at Lab Grown Magazine and Diamond Pulse continue to see dual diamond unity as the true worldwide winner.