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Natural Diamonds vs. CVD Lab-Grown Diamonds (LGD) — A Market That Cannot Be Substituted

Following a sharp 90% price drop in CVD Lab-Grown Diamonds over just a few years, De Beers made the strategic decision to close its Lightbox brand and fully refocus on natural diamonds.

Al Cook, CEO of De Beers, stated clearly:
“The persistently declining value of lab-grown diamonds in jewellery underscores the growing differentiation between these factory-made products and natural diamonds.”

This is not just a pricing issue — it’s a deliberate brand positioning strategy:

  • Natural Diamonds = High-value luxury, rarity, emotional significance

  • CVD Lab-Grown Diamonds = Mass-market, low-cost, volume-driven products

De Beers views LGDs as heading toward commodity status — like copper, sugar, or corn — where prices are purely market-driven, with no emotional margin or brand value attached.

And that’s why De Beers chose its side.
They’ve exited the lab-grown jewelry business entirely,
and are now doubling down on natural diamonds — backed by global marketing campaigns to restore demand and reinforce the image of Natural Diamonds as timeless symbols of luxury and value.

 

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