For decades, billions of advertising dollars have convinced consumers that “A Diamond is Forever.” We’ve all fallen for the creative genius of excellent advertising.

The famous DeBeers slogan has led us to believe that diamonds are rare, precious, and the ultimate reflection of eternal love and commitment; that a woman subconsciously projects the value of an engagement ring onto herself. So, naturally, the diamond you choose must be the most expensive one you can afford.

The introduction of consistent, high-quality, indistinguishable lab created diamonds has disrupted the myth and threatens to destroy the narrative—and the natural diamond industry.

Here are the top 10 reasons you should choose lab grown diamonds:

1. Lab Grown Diamonds are Real Diamonds

Lab grown diamonds are identical to natural diamonds in physical, chemical, and optical properties. The best man-made diamonds are indistinguishable even to expert gemologists using traditional jeweler’s tools.

In 2018, the Federal Trade Commission (FTC) updated its Jewelry Guides acknowledging lab grown diamonds as true diamonds. They are even graded and certified with the same rigorous standards as mined diamonds by top institutions like the Gemological Institute of America (GIA) and the International Gemological Institute (IGI).

Diamonds, whether mined or lab grown, are simply carbon atoms arranged in a crystal structure, then cut and polished by the same people and technology. The only difference? Their origin.

2. Superior Quality for Up to 95% Less.

Enjoy the unmatched fire, scintillation, and sparkle of lab grown diamonds. Advanced technology allows for the creation of near-perfect diamonds in a way that nature intended but could never quite manage.

For much less than a mined diamond, you can get a lab created diamond that's bigger & better. Consumers are used to evolving technology making luxury products more accessible, and this is one we can happily get on board with—especially when quality is never compromised.

3. True Love Doesn’t Have a Price Tag.

For decades, the diamond industry has conditioned us to believe that the size and expense of a diamond ring reflect the value of a relationship.

Let's be clear: The price you pay for an engagement ring does not determine your value or the value of your relationship.

Lab grown diamonds provide an affordable way to symbolize your love, proving that true value comes from the meaning behind the gift, not the price tag.

4. Transparency You Can Trust.

When you buy a lab grown diamond, you know exactly what you’re getting.

Lab created diamonds have infiltrated the mined diamond market more than you might think. They are undetectable to jewelers and gemologists without advanced lab equipment that can authoritatively determine whether a diamond is earth-mined or lab-created.

Choosing lab grown diamonds eliminates the risk of overpaying or being duped by your jeweler—or your jeweler being duped by their supplier. 

Yes, this really happens! Even to experienced jewelers — watch this video.

5. Ethical and Eco-Friendly Choice.

Lab grown diamonds are a sustainable and ethical choice. Unlike mined diamonds, they are produced without harmful mining practices or environmental destruction, require significantly less energy, and don’t contribute to habitat destruction or human rights abuses.

After backlash from consumers about "blood diamonds" and unethical practices, the natural diamond industry has made a significant effort to improve transparency about where diamonds are coming from. However, this also comes with an additional premium! To make sure you get an ethically mined diamond, you will pay even more.

With lab grown diamonds, you don't have to worry, nor will you have to pay more. This makes them a guilt-free choice for the conscientious consumer.

6. Fair Prices with Exceptional Value.

Mined diamonds are not as rare as you might think. The diamond industry carefully controls the supply to maintain the illusion of scarcity. The high price of natural diamonds is largely a result of marketing strategies rather than their intrinsic worth.

The supply of lab grown diamonds is not artificially limited, allowing you to enjoy beautiful, high-quality diamonds without the inflated prices caused by market manipulation.

7. Honest Value.

Mined diamonds are touted as a smarter investment because they will retain more resale value.

Part of the “A Diamond is Forever” campaign leveraged the message, "A diamond is the promise of love and it should be cherished forever.” Their goal was to prevent people from selling the diamonds to eliminate the aftermarket for diamonds, maintaining the facade that diamonds were a good investment.

The truth is that diamonds—whether mined or lab grown—should not be viewed as an investment. Yes, in the current market, mined diamonds will get a higher price if you decide to sell your engagement ring or other diamond jewelry, but at a far lower price than what you purchased it for—in most cases, between 20-60% of the amount it cost when it was new.

Let’s put it into perspective. Currently, the average price for a 2 carat mined diamond is about $18k, versus a lab grown of higher color and clarity for around $1,500.

If you are considering the economic resale value, which sounds like a smarter financial decision?

Losing 90% on a $1,500 diamond, or, best case scenario, 40% on an $18,000 diamond? You may be able to recoup at most about $10k selling your mined diamond, but you will have lost $8k.

At these prices, you could have purchased 5 lab grown diamonds, and still "lost" less.

The choice is clear.

8. A Smart Investment for Your Future.

Diamonds are inextricably linked to the idea of commitment and marriage (due to genius marketing).

If you’re thinking about an engagement ring, you are likely entering a period of your life with many large new expenses—wedding, honeymoon, buying a home, starting a family.

We understand the perspective that you may not want to gift something “cheap” as a representation of your love. However, the idea that the more a man pays for the diamond, the more he loves his wife has no basis in reality. The amount spent on the ring isn’t what gives the diamond its value—it’s the meaning behind it.

Why spend tens of thousands on a mined diamond when you can get the same (or better) beauty and quality for a fraction of the cost?

By choosing a lab grown diamond, you can invest more in each other and your future, and still celebrate your love story with a beautiful diamond ring.

9. The Modern Choice for Modern Love.

Lab grown diamonds are the choice of today’s conscious consumer. They represent a modern approach to luxury, aligning with values of sustainability, ethics, and smart spending.

The elements of the diamond that represent the ultimate symbol of love and commitment are not lost with lab grown diamonds. They are made of the exact same properties that make it invincible and enduring.

A lab grown diamond can still represent your beautiful, enduring and committed love story just like a mined diamond has for many for decades—but you get to save your money to invest in your future together.

Over the last 6 years, engagement rings went from being 90% mined diamonds to now less than 35%. Over 50% of women choose lab grown diamonds for their engagement ring, and this is expected to grow to at least 80% in the next 5 years.

10. Embrace Special Moments Affordably.

Yes, it was also DeBeers who introduced the concept of a diamond engagement ring. Although we completely disagree with the idea that it must be expensive, we don’t expect the tradition of “popping the question” with an engagement ring will disappear anytime soon.

Diamonds are still a great way to celebrate special moments and occasions. Their beauty and sparkle are unmatched. With lab grown diamonds, you can enjoy these celebrations without the exorbitant prices, making luxury attainable and a smart investment in your future.

Lab grown diamonds are sustainable, affordable, and equally—or more—beautiful than earth mined diamonds. They allow consumers to appreciate and enjoy diamonds without the pressure of justifying their purchase as a significant financial investment or considering their resale value.

And they are here to stay. Natural diamond prices have decreased as much as 40% over the last year, and sales have plummeted—and both trends will continue. Diamond giants Signet and DeBeers are planning to spend millions if not billions of dollars to remarket mined diamonds in an attempt to change consumers’ minds. Despite their attempts to discredit lab grown diamonds, the value and benefits are clear.

As diamond analyst Paul Ziminsky noted, "Marketing is such an important part of this industry. It’s really up to the diamond industry to explain why consumers should pay more for natural diamonds.”

We agree, and can’t wait to hear what they come up with!