I recently shared a “what if” post that imagined an unrealistic world where De Beers took a broader approach by promoting both Natural and Lab Grown Diamonds. In that piece, I used the tagline All Diamonds are Forever. While many liked the idea of a neutral campaign, everyone agreed that there was:
A) A 0% chance of it happening through De Beers, and...
B) A 1000% chance this approach would lead to an infringement lawsuit
It got me thinking, if we can’t use the word forever, what’s a better alternative… After playing around with a few ideas, I settled on an early concept that tries to balance the benefits of both Natural and Lab Grown Diamonds:
All Diamonds Are Created.
But not all diamonds are created equally.
For over a billion years, we only had one kind: Natural Diamonds. Today, we also have the choice of high-quality Lab Grown Diamonds. Both choices are exceptional for any and all fine jewelry occasions. This is a great thing for jewelry buyers, as no matter what you choose, you can choose quality.
Natural Diamonds are Not Created Equally. And that’s great! Natural Diamonds are the choice with cache and a 100-year legacy. Each diamond was formed over a billion years ago and is truly a unique work of mother nature. Better quality Natural Diamonds are known to maintain more of their financial value over time.
Lab Grown Diamonds are Created Equally. And that’s great! Lab Grown Diamonds offer the broadest array of fine jewelry buyers a near-identical option. These diamonds offer a choice with unconstrained and consistent supply at a far more affordable price. Better quality Lab Grown Diamonds focus more on emotional connection than long-term financial value.
I ran the concept by my new friend (and, for full disclosure, a Jocalio customer), Andy Koehn of Koehn & Koehn Jewelers. He came back with something entirely different, yet equally compelling:
All Diamonds Are Born
Some by Nature, Some by Design.
Their story begins with you.
Some are born of Earth.
Formed over billions of years beneath the surface.
Shaped by pressure, time, and mystery.
No two are ever alike.
Chosen for their rarity, legacy, and enduring value.
Some are born of Innovation.
Created in brilliant labs with precision and care.
Identical in beauty.
Accessible without compromise.
Chosen for love, for meaning, for today.
Both are real.
Both are remarkable.
And both are waiting for their next chapter.
Their story begins with you.
As Andy rightly pointed out to me, despite being neutral, my version biases slightly towards Lab Grown Diamond with the use of the word “created” (a word I firmly believe we should rehabilitate as an industry, but I digress). And, as I rightly pointed out to Andy, his use of the word “born” certainly leans natural. I started trying to bridge the gap between our two versions, but then I realized there was no need. Both of these are perfectly viable answers. They both felt right in their own way. They may touch on our personal preferences, but they respect all diamonds.
Let’s face it: At the moment, most diamond marketing is directed at the jewelry industry rather than potential diamond buyers. Early investment in creating Lab-Grown brands for fine jewelry has slowed. Despite new initiatives like the Luanda Accord, the Natural Diamond industry does not have sufficient budget to meaningfully reach end consumers. At the moment, it’s more about Lab Grown establishing its place within the industry as the product category matures. For Natural Diamonds, it’s about reassuring retailers that its 100-year legacy will indeed live on forever.
Since we’re mostly talking to ourselves anyway, I have a question: What are all diamonds to you? Don’t share your hot take on Lab Grown or Natural, don’t tell me why one is better or worse. Don’t use disparaging words like blood diamonds or synthetic (even if you don’t think synthetic is disparaging). These two choices have a great deal in common. Let’s take a step back and remind ourselves why all diamonds are meaningful. Because if we can figure that out, we have a better chance of energizing diamond buyers regardless of which diamond type they choose.
We need a better way to talk about all diamonds. In lieu of a leader like De Beers stepping up, it’s up to the rest of us to find the way forward. If you’re open to sharing what all diamonds mean to you, I’d love it if you would share your perspective here.