Diamond Giant Enters The Synthetic Gem World

These fake diamonds are perfect for my fake partner.

The diamond group famous for coining the phrase ‘diamonds are forever’ are doing the one thing they said they would never do; enter the artificial diamond game.

The gem giant De beers will sell the jewellery under a new company called ‘Lightbox’.

According to the ABC, the move will reportedly change the gem industry and is expected to decrease the cost of lab grown diamonds, which are currently a third to half the price of natural diamonds.

The lab grown diamond jewellery will be launched in the US and are expected to be marketed towards millennials and frugal consumers. Also good for people who worry ethically about where natural diamonds come from.

Image 2018 © Lightbox