Diamonds: Gemesis’ Lab-Grown Stones, Reese Witherspoon’s Ashoka Ring

The Name GameIn the wake of Gemesis’ late November announcement that it will sell lab-grown colorless diamonds to consumers via its website, new arguments are erupting over what to call the stones.Stephen Lux, president and CEO of the Sarasota, Fla.–based company, says synthetic creates “tremendous confusion” among buyers, who believe it indicates something fake. He notes that some sellers of cubic zirconia call their product “synthetic diamond,” even though it isn’t. “We are separate from moissanite, CZ, and the rest,” says Lux. “We see ourselves as part of the industry and hope the trade realizes that years from now, when there is less supply of mined stones, people are going to want these.”But others note that synthetic comes from synthesis—and is, therefore, scientifically accurate. “The discussion on nomenclature will in all probability not be resumed to ac

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