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."