Laboratory Breakthrough Creates Ideal Man Made Diamonds
De Beers aims to lift earnings by 30%

Lab Says it Makes D Flawless Diamonds, But Does it?

Diamondnexuslab A company from Franklin, Wisconsin, Diamond Nexus Labs, claims to make colorless and flawless "lab-created diamonds", offered for $79 a carat. This is an attractive proposition. However a closer examination reveals that they are misrepresenting themselves in their address to the public.

The DTC, in its recent Consumer Confidence campaign, is promoting the three D's. One of the D's, Disclosure, is not all together clear when it gets to the offer made by Diamond Nexus Labs. It claims in its latest marketing effort that "Laboratory breakthrough creates ideal man made diamonds".

In the opening paragraph of its press release from this morning (Monday) Diamond Nexus Labs says "Gemologists agree that Diamond Nexus Labs lab-created diamonds are glittering and brilliant because they come closer than any other gem material to matching, often besting the characteristics of mined diamonds."

"For serious consideration, Diamond Nexus Labs manufactured diamonds must be compared by using the same properties evaluations as the mined diamond industry," and goes on to discuss the Four C's, claiming "Diamond Nexus Labs cultured diamonds are always pristine clear transparent "Ds".

However the proposed lab made diamonds are not that at all and that is not clear until visiting the company's website where it states that they make diamond simulants.  But while this statement appears below the company name, even when reading 'The Science Behind The Breakthrough' page on the site, it is not completely clear that the company is not making diamonds of the kind that Gemesis does.

Will it be understood by an average consumer that this is not a lab made diamond but rather a simulate? "The importance of full disclosure is paramount," says De Beers' spokeswoman Lynette Hori.

"Diamonds are a significant emotional and financial investment and when consumers are buying them they need to be able to trust the entire buying process and not feel misled in any way. 

"…People will only continue to buy diamond jewelry if they have confidence in the product," she adds. "Therefore, giving the consumer complete and correct information about the product is crucial to maintaining consumer confidence," she emphasizes.

"Full disclosure entails a commitment to proactive and full declaration of all treatments, Synthetics and Simulants.  It is essential to make sure that people do not buy a Synthetic, Simulant or Treated Diamond believing it to be a diamond."

Robert Joseph from Diamond Nexus Labs said in response: "The banner on the home page of our web site says “diamond-simulant gemstones” at the top in big letters.  Anyone writing an article (who surely would visit our site if they were the least bit diligent) or visiting our site cannot possible miss that.

"We have no confusion from our customers who know what that they are buying upfront, and have a money-back guarantee if they are not satisfied with their purchases.  We make no effort or pretense into making people think we are selling mined diamonds.  Our merchandise is an alternative to those on a tighter budget or who don’t want to spend the money for mined diamonds."

Learn more about other forms of Simulated Diamonds...

Discover the difference between Simulated Diamonds and Synthetic Diamonds

Learn more about Diamond Nexus, a brand of Cubic Zirconia...


Feed You can follow this conversation by subscribing to the comment feed for this post.

Tracey Kahle

We had a client bring in our store today what he thought was a lab created diamond he purchased from Diamond Nexus Labs' Web site. Upon examination we determined it to be a C.Z.

Our client showed us the Web site and I had to go to three different pages before I found a statement as to the actual stone they are selling--ZrO2. Diamond Nexus Labs is very deceitful in their selling practices. This site should be shut down.

Jennifer Eberhard

If someone doesn't do the research and is "tricked" into buying something they believe to be something else, who's fault is that. Just like buying a car, consumers should do the research if they don't want to be duped. Diamond Nexus Labs do not mis-represent themselves as making real diamonds, so they should not be shut down just because someone is too lazy to do the research. I would rather by a Diamond Nexus stone then throw money away on a real diamond that caused exploitation through Debeers. By keeping stones locked away to keep prices high is more twisted then selling a dimond simulant.

Justin Curtis

I think Diamond Nexus Labs is pretty clear about what it is selling. It says at the top of every page that they are Diamond Simulants. Of course DTC is not going to like that this company is selling millions of dollars a year - it takes away from their stones.

I bought my ring from Diamond Nexus Labs over a year ago. They were very clear about what it was when I called in to order it. I wasn't confused or misled. As a side note - a year later the ring still looks like its brand new.

Also, I looked all over their site and didn't find the chemical compound Zro2 (zirconium oxide). They show the complete chemical breakdown of their stone and they are much more complex than that.

If you don't like the oompany, say you don't like it. Don't try to smear them by saying they're lying about what they're selling. And be realistic - you can't identify a CZ by looking at it - it could be hundreds of different things. Just because it looks like a duck, doesn't mean its a duck.


I bought a ring from diamond nexus 6 monthes ago. I too wasn't at all fool by the fact that it does not sale real diamond. Even the name Nexus suggest so. I bought the ring to a local jewelry and have it tested. On first impression, I don't think she could tell whether it's fake or not. However, when tested with a heat snesor device, she immediately tell me that it's a CZ. One of my friend, not a jeweler, bet his life that it's a CZ on first look. When I compare it with a real diamond, it doesn't have the same refractive or glitter that a real diamond has. This is where I have problem with the lab. It advertise that it carries simulant diamond that have property close to diamond and that it is the best in the business of making simulant diamond. This absolutely bogus. It's the same thing as a CZ. I rather get a Moissanite then a stone from Diamond nexus. Moissanite is a lot prettier and has property that is very close to diamond. Of course Diamond nexus lab has to dog moissanite, as well as other simulant diamond, in the website.


Just so everyone knows, Nexus labs is extremely slimy when it comes to marketing tactics. I would say that about 90% of the positive "testimonials" on the web (ie: message boards, forums, etc.) are fake, and written by people on their payroll.

You can read for yourself at the following 2 links:

It's disgusting that they are making millions by victimizing ill-informed people. Do your homework before purchasing. Otherwise you'd be doing nothing more than paying $1500 for a $10 stone in some 14K gold.


Who cares if no one can tell the difference with the naked eye? Whats the true value of a diamond except for the fact that people put value on it?


Justin, people care when they are tricked and deceived by shady business practices. I would bet every "testimonial" here is written by DNL themselves given this is a common practice for them.

An independent lab, Anderson Materials Analysis, Inc. recently purchased a Diamond Nexus Lab's simulant and tested the composition of the stone. Among other things, the results prove that the DNL simulant is "a common cubic zirconia", was not carbon based as the they claim, and they even observed that the stone was in early stages of clouding, a common problem associated with inexpensive cubic zirconia.

You can read the full report here:

Bottom line, don't be fooled by this company and their shady tactics. Don't just walk, but RUN away! There are other quality simulants available that are sold by honest companies who don't lie and deceive their customers.


I myself have been trying to do some research on Diamond Nexus Labs, and in doing so came across this page. I see that many people think that Diamond Nexus Labs are responsible for most of these comments as an advertising tactic, but how do you know that the negative remarks aren't written by their 'real diamond' competitors??

Denny's Response:

Good question.

With any research you do, especially online, you need to consider the source. While forums, testimonials, comments, and sites like have a lot of information, you often have no way of knowing the expertise or bias of the source of that information. For important decision, you should give more weight to sources that identify themselves, their background, and their association with the product or service they are analyzing. When multiple websites have almost the same text and seem to be owned by a common entity, those are usually just one opinion expressed many times rather than many independent opinions.

Brian Pasch

It seems that the confusion surrounding Diamond Nexus Labs is not just here on this page. There is alot of confusion in the marketplace on exactly what their product is made of as well as the products sold by Russian Brilliants, from what I have researched.

Here is a page of information that I compiled from Google and Yahoo searches on Diamond Nexus:

and here is a page I researched on Russian Brilliants:


Here's my feeling: They can't be that BAD of a company if Miss America is using them as their sponsor and using their gems to create the Miss America crown itself, and the jewelry used in the competition. Right?

I plan on using them for my engagement ring when the time comes.


hi i m vist your web site for the first time and i gained knowledge from your web site. your website gmat classes is great and much informative.. i like most in this is by the time About this indicates that describes visually the concept of information, ie, the set of skills, abilities, behaviors and attitudes that enable the individual to search, access, evaluate and effectively use the most relevant information are every one usefull.I enjoyed my time working for them and I was treated really well. I just happened to google myself and found your website. I am now a big fan. It was so strange to find someone actually cool.

The comments to this entry are closed.