JVC Disputes the Name ‘Cultured’ for Diamonds

Lab-grown diamonds from Gemesis in Sarasota, Fla., are being marketed as "cultured" diamonds, but the Jewelers Vigilance Committee says that label is "of concern." "The term 'cultured diamond' does not signal to the consumer that the diamond is laboratory created," says JVC executive director Cecilia Gardner. "I'm just concerned it's insufficient." She notes that cultured pearls "are cultivated in the sea. It's an organic process. There is nothing organic about creating synthetic diamonds in the laboratory." So far, though, JVC hasn't decided if it will take action. "We will have to see what their marketing materials look like," Gardner says. She notes the "Federal Trade Commission is a little concerned about the word 'synthetic' [as well.] They think the consumer might not know what it means. They have suggested that you use phrases like 'lab-created' or 'lab-grown.' It's clear th

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