D.NEA, which began by selling its lab-grown diamonds online, has jumped into the brick-and-mortar business by setting up a boutique in Greenville, S.C.
CEO Eric Franklin says Greenville is the only retail location D.NEA is interested in. "We decided to open the retail space because we have a lot of customers that want to see the diamonds in person. It's more for appointments than for walk-in traffic." Another company in the lab-grown business, Scio, is also based in Greenville, but Franklin says that's just "an odd coincidence."
D.NEA, which uses high-pressure, high-temperature (HPHT) pr
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