The sentiment among those who love the stones is that lab-grown diamonds can do no wrong, but that might not be the case any longer. The relevant authorities have released new guidelines after some lab-grown brands weren’t being totally kosher with the advertising of their products. So, no longer is every word spoken by lab-grown diamond brands gilded in gold; rather, it is open for scrutiny.
Over in the UK, the Advertising Standards Authority (ASA) is cracking down on the marketing and branding of lab-grown diamonds. The Natural Diamond Council, a “not-for-profit organisation committed to inspiring and educating consumers on the values of natural diamonds,” has a hand in reporting various brands that use ‘unclear’ terms in their marketing materials. The NDC says unclear language can be seen to be confusing customers who might not know the difference between a natural diamond and a cultured diamond.
One case from earlier this year is the ASA ruling on The Sky Mining company. They use examples of press advertisements, Instagram advertisements, and copy from the brand's website. Though they found the brand uses illustrious ways to describe their products, it isn’t exactly clear that the products are lab-grown diamonds. The brand captures carbon from the air and fuses this with rainwater before undergoing the usual HPHT process powered by solar and wind-powered energy. The ASA found their marketing materials aren’t as clear-cut as the process. They use terms like “the world’s rarest diamonds”, “Skydiamond” and “a diamond gift made from the sky”. The ASA found that because the materials marketed by The Sky Mining Company referenced “diamonds” vaguely rather than explicitly stating that they were lab-grown, it was not enough to assume that consumers would know for certain that these were lab-grown. To support their case against Skydiamonds, reference was made to a YouGov survey, which showed that 76% of interviewed adults knew what lab-grown diamonds were. The ASA found that the 24% that didn’t know they existed was enough to prompt them to uphold this claim.
The claims don’t stop with Skydiamond. Other brands like Lark & Berry and Idyl have also been found to be using unclear terms in their marketing materials. While these cases are fairly recent, the French were ahead of the game, passing laws in 2002 that banned the use of the word ‘diamond’ when promoting lab-grown stones and required that brands promoting the product use the word synthetic in their marketing.
The National Association of Jewellers’ “Diamond Terminology Guideline” – though only being best practice – states that when gesturing to or promoting lab-grown diamonds, words such as synthetic, laboratory-grown or laboratory-created should be used. They also suggest using broad or unclear terms like “real”, “genuine”, “precious”, “authentic”, and “natural” gestures towards mined diamonds, which may encourage consumers to make their purchase under false pretences.
So, where does that leave the lab-grown diamond industry? Unsurprisingly, some participants in the fine jewellery industry have been sceptical of lab-grown diamonds. Still, even advertising and competition authorities are taking notice, and strong organisations like The Natural Diamond Council are hot on the tails of brands who might be using suggestive language.
In addition, brands making misleading claims about the sustainability of lab-grown diamond products without solid proof are finding themselves under the microscope — but that’s a conversation for another blog post.
What is very clear is that modern brands that embrace the positive qualities and potential of lab-grown stones are outperforming the market. Aussie brand Cullen Jewellery released an Impact Report detailing exactly where their stones and recycled metals are from, and how they ensure supply chain transparency through regular external audits while delivering on their commitment to positive environmental impact.
Rather than relying on language designed to sway consumers away from traditional options, which might get them in trouble, progressive jewellery brands should play to their strengths, and tell stories that clientele can relate to. If you need help in finding a story to tell, get in touch with us at Clear Neutral about our 100% Carbon-Neutral certifications.