(jckonline.com) - Imagine two round brilliant-cut diamonds displayed side by side. Each is 1 ct. in size, F color, VS2 clarity. One is a natural, mined diamond and the other is lab-grown. Most retailers have been taught that beyond their disparate origins, the diamonds are chemically, optically, and physically identical, and that’s the message they’ve conveyed to consumers. “For years, the trade has repeated these sentiments: that lab and natural diamonds are indistinguishable from each other,” says Lindsay Reinsmith, chief operating officer and director of sales at Ada Diamonds, a lab-grown, direct-to-consumer diamond brand based in San Francisco. “We’re seeing so many more reductive claims that this is an indistinguishable product and that’s not the case,” adds Jason Payne, Reinsmith’s husband and CEO of Ada Diamonds.
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