Company Offers New Views of Man-Made Diamonds

Created-Diamonds.com is an online store that sells created, or laboratory grown diamonds. It has added video for some of its offerings, which allows consumers more options to view these diamonds before purchasing.

The company recently launched its channel on YouTube, so now it is possible to watch the videos alongside pictures of gems, like this fancy cognac diamond.

The Fort Washington, Pa.-based company said the main advantage is that each gem is videotaped separately in HD quality to make it easier for the viewers to concentrate on a particular diamond gem. In addition, the gemstones are shown from all the angles, so that it is possible to see each facet individually and enjoy amazing color play so peculiar for diamonds.

“It will ease the routine of selecting precious stones, give more confidence to a customer to be sure in making the right choice and help to get true picture of the product,” the company said in a statement.

Created-Diamonds.com says it offers created diamonds produced by the well known laboratories in variety of colors and guaranteed to be eco-friendly, conflict free and real diamonds which posses the same optical, physical and chemical characteristics as of natural mined diamonds.

Royal Asscher Targets Young Consumers with Lab-Made Diamond Brand

Rebel Chique diamond engagement ring, 18k white gold with o.cc-carat pink man-made diamond brilliant cut, VVS1 clarity, set in white pave. The prices is listed on the website at $8,445.

The Royal Asscher diamond company has introduced a man-made diamond brand it calls, “Rebel Chique.” The name represents a break from the traditional view of a diamond as once-in-lifetime heirloom to a fashion accessory that offers a more personalized diamond experience, the company said. 

To bring this point home, the opening page of the brand’s e-commerce enabled website and accompanying advertising campaign features a picture of the ring on a women’s middle finger in what the company describes as a “wink of rebellion.”

The diamond industry is largely a stodgy, old place where innovation comes slowly. Royal Asscher, even though it's history spans nearly 160 years, is attempting to break this mold with this new brand.

“Diamonds have traditionally been an expression of purity and beauty,” Mike Asscher, Royal Asscher, vice president, sixth generation to work at the family-owned company. “We want them to be also about confidence and independence.”

Laboratory grown diamonds use heat and pressure to recreate how a diamond is created beneath the earth’s surface, turning a natural process that stakes more than 1 billion years to something that could be done in a laboratory in less than a week. Man-made diamonds have traditionally been used for manufacturing process such as cutting and polishing tools. In recent years the technique to create these diamonds has grown to the point where it can produce gem-quality products. These stones currently makeup a tiny portion of the gem-quality diamonds in the marketplace and have until recently been limited in terms of size and color. But as the process continues to progress more of these diamonds are appearing in stores in more varieties.

The Rebel Chique brand is available in at least six colors (including colorless) and a variety of cuts and sizes for rings pendants and earrings. Browsing the website, prices range from about $2,000 to $13,000, depending on size and quality of the diamond. There is also a pure bespoke category.

Mike Asscher, who is in his 30s, is making it clear that the brand is targeting a younger audience.

“We have grown up in an on-demand, made-to-order culture. We are a generation that wants to create our own icons,” he said. “Rebel Chique opens a new world for a next generation of diamond lovers, tapping into an entirely new mentality and experience.”

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