All right on, but your comment reminded me that they are innovating in the marketing space, or at least trying — last spring, they ran a sizeable ad campaign on Reddit for https://www.naturaldiamonds.com/natural-diamond-types-and-al...

As someone who’s already cynical about the ”natural”(/extractive) diamond “industry”(/cartel), the points made on that site are hilarious and absurd — highly recommend a scroll for anyone interested in how desperate they are to attack the new tech. Just from that comparison page, my favorite argument is probably “lab grown diamonds are from (dirty, evil) India and China, whereas natural diamonds are from ~nature~”, although “lab grown diamonds are so perfect that they’re all the same grade, and therefore boring” is a close runner up.

The fact that they’re now publishing a magazine devoted entirely to this topic tells me they haven’t slowed down, just improved their ad spend so that it’s not wasted on me! Something tells me there’s quite a mountain of financial instruments secured by the warehouses of diamonds they have to keep supply tight, so I can only see this ramping up in the short term.

Funniest thing I saw a few years was this:

https://www.diamondstandard.co

Commoditized diamonds.... In essence artificial products where multiple diamonds are packaged inside plastic container... Somehow making them more investible ala NFT or crypto... Not to forget fractional market with tokens...